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APRIL 4, 1955

35c PER COPY

3ROADCASTI NG

ASTING

Com

plete Index

Pmi f I

IN THIS ISSUE:

BC Radio Maps
w Weekend Plan

Page 27

re-Te$t$ Ads
\ltoona 'Lab'
Page 28

'akes First Step
De-Intermixture
Page 64

is Comments
Booster Plan

ige 66

URE SECTION

ins on Page 35

year

* NEWSWEEKLY
ADIO AND TV

theKMBC-KFRM radio TEAM

in the Heart of America

Big-league baseball coverage is typical of the
high-powered programming that has made
KMBC-KFRM the leading radio combination in
the great Heart of America market. On the air
ISV2 hours a day, the Team carries a finely
balanced program schedule that's nationally fam-
ous for building and holding a tremendous

audience. Local-flavor news of regional impor-
tance, "live" entertainment and one of the most
active farm departments in radio — together with
CBS network programming — set the stage for
advertising results can't be equalled. For

baseball adjacencifc. und choice run-of-the-log
availabilities, see your Free & Peters Colonel

KMBC-KFRM

One of America's great radio stations— 6th Oldest CBS Affiliate

Primary Basic CBS Radio

Free & Peters, Inc.

Exclulive National Rtpretenlativet

...and for television,
the Swing is to KMBC-TV
Kansas City's Most

Powerful TV Station

Another thinly disguised WJR success story

You take the station break, I'll sell the milk

One of WJR's regular advertisers is a rapidly
growing Detroit dairy. They sponsor a program
twice weekly, and on Sundays, around noon.

Their commercials end with their telephone
number, so people can order milk, and they re-
port that no commercial ever goes unanswered.

Sundays were no different — except that the
dairy was closed Sundays. All who called got
"no answer."

What did they do? Easy. They called WJR,
instead. There's no switchboard operator Sun-
day, so the announcers took down milk orders
and we called them to the dairy on Monday.

The Sunday commercial doesn't have a phone

number any more — it got too hard to make sta-
tion breaks between 12:30 and 1 p.m. Sunday.

Which shows that WJR listeners are so anxious
to own WJR-advertised products that a little
thing like "no answer" doesn't stop them. They
know they can count on WJR.

That's why so many smart advertisers — ones
eager to sell the 16,000,000 people (10 per cent
of U.S. buying power) in WJR's primary cover-
age area — are WJR advertisers. They know the
best — and cheapest — way to move goods fast is to
buy spot radio on key stations.

Your Henry I. Christal representative will tell
you about WJR. It's quite a story.

The Great Voice of the Great Lakes

%M ^Rt. D '' ir "''

50,000 Watts CHS Radio Network

WJR'S primary coverage area:
16,000,000 people

SATURDAY EVENING POST

.DECEMBER 25, ,954

ARE THEY THE

Funniest Pair on the Air?

Hy GEORGE SESSIONS PERRY

Scripts? Rdieaiaafc? Bob and Kav use neither in a<!-fib,bing ihcir ua\ ibrmiuli
more t ban 20 b»yi> ot rioricctisc a vu'ck
that tiit'jii- trrc-wbwSits" comedian? 1 may

[KED MJ.KN lias ton* !«■>•;!
1(1111 k Hit «ii.t Ins ila.a . ,„ a
rfUrtmtil .KTr..TOli«M. .f»,fi:

iiav »l)i> Kllit.lt ami Kav ( In. al Ilia nt-twaf am

WESTINGHOUSE BROADCASTING COMPANY, INC.

WBZ+WBZA • WBZ-TV, Boston; KYW'WPTZ, Philadelphia;
KDKA • KDKA-TV, Pittsburgh; WOWO, Fort Wayne;
KEX, Portland; KPIX, San Francisco
KPIX represented by The Katz Agency, Inc.
All other WBC stations represented by Free & Peters, Inc.

Bob & Ray

NOW ON WBZ + WBZA

The clowns are back in Boston town. And all
New England's laughing every weekday from
5 to 6 p.m. Women, tuned to the afternoon
serials, stay for Bob and Ray. The youngsters
dial a smile at 5 p.m., too. And during the
5 o'clock traffic rush you can follow Bob and
Ray from car to car.

Give your commercials the fabulous Bob
and Ray punch on New England's most
powerful voice. Remember, you cover 51
counties, 6 states with WBZ+WBZA. For
availabilities, call Bill Williamson, WBZ+
WBZA Sales Manager at ALgonquin 4-5670.
Or call Eldon Campbell, WBC National Sales
Manager, PLaza 1-2700, New York.

Published every Monday, with Yearbook Numbers (53rd and 54th issues) published in January and July by Broadcasting Publications, Inc., 1735
DeSales St., N.W., Washington 6, D. C. Entered as second class matter March 14, 1933, at Post Office at Washington, D. C, under act of March 3, 1879.

RING TONIC

WGAL-TV is a marvelous, rejuvenating
sales elixir! This super-powered station
gives your selling tremendous new im-
petus because it has a potent effect on
the spending habits of more than three
million people who have an effective
annual buying income of $5 billion,
who spend $3 billion every year.
WGAL-TV istheone station that reaches
this vast, responsive audience. Buy your
Channel 8 spring sales tonic — now.'

Representatives:

EEKER TV, INC.

Channel 8 Mighty
Market Place

Harrisburg

Reading

York

Lebanon

Hanover

Pottsville

Gettysburg

Hazleton

Chambersburg

Shamokin

Waynesboro

Mount Carmel

Frederick

Bloomsburg

Westminster

Lewisburg

Carlisle

Lewistown

Sunbury

Lock Haven

Martinsburg

Hagerstown

New York
Los Angeles

Chicago
San Francisco

STEINMAN STAT ION

CLAIR McCOLLOUGH, PRES.

Page 4 • April 4, 1955

Broadcasting • Telecasting

closed circuit

PARK AVENUE WHODUNIT • Dr.

Frank Stanton in his own behalf as head
of investment group (399 Park Avenue
Corp.) and not as president of CBS Inc.
has exercised option on 399 Park Avenue
block for personal investment. (CBS, for
its own expansion, reportedly is looking
at property "north of city.") Option by
Stanton group had been held since 1950
at $500,000 per year for 72-year lease
(30-year original lease and two 21 -year
options) and was exercised last Wednes-
day just prior to March 31 expiration.
Stanton group plans to tear down proper-
ties and build modern office structure after
present tenants vacate. Site is opposite
new Lever House.

B»T

LATEST name to hit list of candidates for
Comr. Frieda B. Hennock's membership
on FCC is that of Dr. Franklin Dunham,
chief of radio and tv, U. S. Office of Edu-
cation, and former NBC education and
public affairs director. Dr. Dunham, 62,
is widely traveled, has been decorated by
France and holds Papal decoration as
Knight of the Holy Sepulchre. Miss Hen-
nock's term expires June 30.

B»T

'MONITOR' PROBLEMS • There'll be
serious time clearance problems facing
NBC Radio's negotiating teams when they
start dickering with affiliates on details of
new Monitor program for weekends (see
pages 7, 27), judging by first reactions to
plan divulged on closed circuit Friday af-
ternoon. With each station having own
local programming and spot commitments,
negotiators will run up against usual prob-
lem of local vs. network payments for
given facility. "It's just another attempt by
NBC to get into the spot business," one
affiliate manager said after hearing closed
circuit.

B«T

FIRST look at results of extensive field
testing of remote control operation indi-
cates high-power and directional equip-
ment can be operated successfully, follow-
ing pattern of low-power transmitters. Ex-
periments at 17 stations will be unveiled
at NARTB Engineering Conference May
25-26, during Washington convention
week.

B»T

TUNE-UP • To ascertain cost factors and
other intricacies of conversion of vhf tv
sets to receive uhf range, Sen. Warren G.
Magnuson (D-Wash.) has called in half-
j dozen leading tuner and strip manufac-
' turers for private session April 20. This
I will precede April 25 meeting of receiving
set manufacturers with Sen. Magnuson's
| Commerce Committee in effort to evolve
I voluntary agreement whereby all future
sets would be all-band to alleviate circula-

tion problem in uhf. Identities of com-
panies called in not revealed, presumably
because of antitrust aspects.

B»T

ONE TOP tuner maker, Sarkes Tarzian,
operator of ch. 4 WTTV (TV) Blooming-
ton, Ind., is expected to show "confidence"
in future of uhf by applying soon for sev-
eral uhf satellites in Indiana, Illinois and
possibly Ohio. Mr. Tarzian estimates sat-
tellites could be built for about $60,000
each.

BeT

NETWORK SATELLITES • Major tv net-
works are understood to be showing con-
siderable interest in affiliating with stations
having uhf satellites in rural areas where
present coverage is lacking. There is pros-
pect of high-power uhf outlets with 2,000-
ft. towers to fill in white areas between
major markets.

B»T

HAROLD C. STUART, former Assistant
Secretary of Air Force, now practicing
law in Washington and Tulsa, will move
to Tulsa this fall to assume policy direction
of KVOO-AM-TV. He plans to spend
one-third to one-fourth of his time in Wash-
ington in his administrative law practice.
Now vice president of Central Plains En-
terprises Inc. (KVOO-TV), he will super-
vise building of new plant to house both
am and tv operations. KVOO-TV (ch. 2)
goes to full 100 kw power next month.
Vice president and general manager of
KVOO-AM is William B. Way. C. B.
Akers is general manager of tv operations.

B»T

STILL BAITING • Though most New
York broadcasters are adhering to anti-
"bait-switch" code they adopted few weeks
ago, violations persist. Sub-standard prac-
tices reported by New York's Better Busi-
ness Bureau point to at least three tv sta-
tions. Most effective voluntary cleanup
said to have been in radio. Tv has been
slower, particularly in copy modification.
In general, facelifting of radio-tv copy has
been noticeable since code adopted, BBB
sources say.

B»T

SWEDISH business interests are formulat-
ing project for commercial television as
opposed to present government plan for
government-owned system supported by
receiving set taxes. With only limited
experimental operation now underway in
Stockholm, group has commissioned Per
Norlin, vice chairman and director of Scan-
dinavian Airlines System, to U. S. to ex-
plore American tv methods and develop
project which would contemplate either
private system or jointly owned system.
Scandinavian Airlines is owned 50-50 by
government and private interests.

B»T

BACK FOR MORE • Noxzema Chemical
Co., which was dropped from Ed Mur-

row's Person to Person on CBS-TV be-
cause network wanted "institutional" ad-
vertiser on it, is unhappy about that ex-
perience but is in market for another tv
show. Sullivan, Stauffer, Colwell & Bayles,
New York, is agency.

B»T

WALL STREET JOURNAL has been
catching it from broadcasters as well as
Station Representatives Assn. (see page
59) on its March 21 story carrying head-
line "Fading Radio." Complainants (among
them Charles W. Balthrope, KITE San
Antonio; Tim Elliot, WCUE Akron; Hugh
K. Boice Jr., WEMP Milwaukee, and J.
Milton Hall, KWBB Wichita) are in same
vein: that story did not bear out headline
which dealt only with network phase of
radio.

EISENHOWER MYSTERY • Whether
President Eisenhower will formally address
NARTB Convention in Washington week
of May 22 remained undecided last week.
Prospect, however, was that if his schedule
would not permit full-dress speech, he
might make brief off-the-cuff appearance.

B»T

IT'S UNLIKELY FCC will appeal either
so-called Camden or Spartanburg cases
wherein the Court of Appeals ordered
hearings by the FCC under mandatory
provisions of Sec. 309 (c). But Commis-
sion is hopeful it will get relief at this
session of Congress along lines of its ma-
jority request to eliminate automatic hear-
ing [B»T, March 28]. Rep. Oren Harris
(D-Ark.), chairman of Subcommittee on
Communications, House Interstate & For-
eign Commerce Committee, is expected to
introduce bill calling for this amendment
sometime soon.

B»T

LOOKING FOR HOME • Longines
Wittnauer Watch Co., New York, which
had been notified by CBS-TV that as of
May 13 its four-year program Longines
Wittnauer Chronoscope will go off air,
plans to continue to underwrite show,
probably sometime next fall, and is looking
for place on another network. Firm will
continue sponsoring its radio program on
CBS Radio. Victor A. Bennett Co., New
York, is agency.

B»T

BIOW-BEIRN-TOIGO, New York, for un-
disclosed Procter & Gamble product is
placing radio-tv spot announcement cam-
paign starting April 18 in about 25 tele-
vision and 50 radio markets. Daytime
minutes in radio and day and nighttime
minutes, seven days weekly in tv, are being
used.

Broadcasting • Telecasting

April 4, 1955 • Page 5

KTHS

(LITTLE ROCK)

REGALLY SERVES

de (keen, too:

When you use 50,000-watt KTHS, you obviously
expect a lot more than Metropolitan Little
Rock. You expect extensive coverage of
most of Arkansas.

KTHS delivers! De Queen (Ark.) for example, with a
population of 3,015, is only one of scores
of smaller cities, towns and villages served by
KTHS throughout the State. Yet by itself,
De Queen represents only about one tenth
of one percent of the people in the KTHS
interference-free daytime coverage area!

In Arkansas, use the BIG radio value — KTHS,
Basic CBS.

KTHS

50,000 Watts
CBS Radio

BROADCASTING FROM

LITTLE ROCK, ARKANSAS

Represented by The Branham Co.

Under Same Management as KWKH, Shreveport

Henry Clay, Executive Vice President
B. G. Robertson, General Manager

The Station KTHS daytime primary (0.5MV/M) area has
a population of 1.002,758 people, of whom over 100.000
do not receive primary daytime service from any other
radio station . . . Our interference-free daytime coverage
area has a population of 3.372,433.

Page 6

April 4, 1955

Broadcasting

Telecasting

at deadline

NBC'S 'OPERATION REDESIGN' FOR RADIO
DESCRIBED BY WEAVER IN CLOSED CIRCUIT

FIRST disclosure of NBC Radio's revolution-
ary plan to revitalize network radio through
new type of weekend programming was made
Friday afternoon in private closed-circuit talk
by NBC President Sylvester L. (Pat) Weaver
Jr. He spoke to affiliates over nationwide loop,
describing details of new continuous Saturday
morning-Sunday night Monitor program (see
story page 27).

NBC is shooting for 50% cumulative week-
end audience when it opens Monitor June 12,
Mr. Weaver said. He added that advertisers
using flexible "pattern of positions" during
40-hour program can take advantage of this 50
rating. Third of people are driving on week-
ends and using auto radios, he said.

"This is not a retreat," Mr. Weaver insisted,
describing details of "new and effective pro-
gram patterns" that will work for advertisers.
"This is what we have to do to get the money,"
he explained, predicting advertisers "will be
back in the medium to stay."

"For the first time radio looks at the whole
field, with no rules," he said. "Soon people

EDWARD LAMB took witness stand before
FCC Examiner Herbert Sharfman Friday in
6 ^-month-old hearing on license renewal of
his WICU (TV) Erie, Pa., and under detailed
examination by FCC Broadcast Bureau he
emphatically denied that he ever was legal
advisor to International Labor Defense in
1930s, ever attended ILD meetings or allowed
use of his name by front organization, ever
knew ILD had so used his name, ever wrote
article appearing under his name in 1936 Sunday
edition of Daily Worker, ever sent telegram in
1948 to Worker editor John Gates.

Mr. Lamb said article in Sunday Worker
about "Two Women, Both Fearless Fighters
for the People" (widows of Russian leader
Nikolai Lenin and Sun Yat-Sen, first president
of Chinese Republic, whom Mr. Lamb once
interviewed on world tour) may have been
picked up by someone at one of numerous
chautauqua talks he delivered on "Five Fa-
mous Women Today," one of whom also in-
cluded Mrs. Franklin D. Roosevelt. He said he
often gave copies of talks to reporters.

Mr. Lamb related trips abroad in 1933 and
1935 as "tourist and observer," during both
of which he visited Russia. He said he "tried
to interview people in all walks of life every-
where I visited," but didn't consult any top
Soviet officials. He submitted news stories to
hometown papers, copies of which were intro-
duced by FCC.

Mr. Lamb denied ever "attending school"
in Russia, although he visited schools, hospitals,
factories, etc. He recalled sitting behind Stalin
at football game, speaking few words to him,
"but there was nothing sinister about it."

WICU owner related legal work as defense
counsel (appointed by American Civil Liber-
ties Union) for striking employes and union at

will again be saying, 'Did you hear. . . ?' "

Opening his closed-circuit talk with a cheery
"Hello, fellows," Mr. Weaver described affiliate
committee negotiations and told of what he
said was unanimous committee support of Mon-
itor. He said some commercial details of Mon-
itor were too confidential for nationwide closed
circuit talk and would be explained in person
by station relations personnel.

Jim Fleming, creator of Today and other
programs, told how NBC Radio is setting up
communications desk in Radio City to keep in
touch with world. He introduced excerpts
of Monitor, with such typical features as Mor-
gan Beatty commentary, sports events, music
from foreign city and broadcast from jet plane.
Dramatic, comedy and biographical sketches
will be offered and such features as housewife
complaints, weekly accolade, gags by prom-
inent personalities and many types of vignettes.

Mr. Weaver said radio, with tape, can do
many things tv can't do. He reminded affiliates
that radio must face facts and not pretend tele-
vision isn't here.

Electric Auto-Lite Corp. in Toledo in 1934.
He said as lawyer he defended all employes
regardless of their political, religious or racial
background, but had difficult time arbitrating
wide factions stirred up by agitators such as
Louis Budenz who were attempting to advance
themselves politically and get publicity.

Mr. Lamb similarly recounted legal work for
striking union workers at McGuffey, Ohio,
later that year. He said AFL retained him.

Upon protest of Broadcast Bureau, examiner
refused to allow Mr. Lamb to read preliminary
statement before testimony. Copies given press
before taking stand show he would have said
"not I alone, but my government is on trial."
He has called FCC hearing "political frameup."
Hearing was to continue with further question-
ing of Mr. Lamb Saturday.

NO PICTURE

SOMETHING new in tv spots has been
started on WBKB (TV) Chicago by
Cole-Finder Inc., local Mercury car deal-
er, which bought series of 50 weekly
four-second audio-only spots in nightly
7-11 p.m. bracket to introduce station's
local and ABC network programs. Ster-
ling C. (Red) Quinlan, vice president of
station, describes concept as "commer-
cial promotion announcements," with
this type tag line: "Cole-Finder invites
you to watch Disneyland." Mr. Quinlan
points out no sales pitch or video slides
are employed to promote dealer and thus
claims no "triple-spotting" involved.
Fifty-two week contract placed through
Irving Rocklin & Assoc.

• BUSINESS BRIEFLY

FIELD BUYS RADIO • Saturation radio spot
campaign calling for average of 90 announce-
ments per week on five "leading" Chicago sta-
tions by Marshall Field & Co. for its budget
floor revealed Friday by Radio Advertising
Bureau. Agency is Calkins & Holden, Chicago.
Retail store will promote "merchandise at
price" items (apparel, luggage, other products)
in competition with other floors in 60-second
spots starting April 10. Contract hailed by
agency, station and bureau executives as mile-
stone in Chicago retail department store circles.

PARKER CHANGES AGENCY • Parker
Pen Co., Janesville, Wis. (Parker 51-21, Jotter
ball point pen, pencils, desk sets), appoints
Tatham-Laird Inc., Chicago, to handle adver-
tising after 12-year association with J. Walter
Thompson Co. T-L already handles advertis-
ing for Parker's Flaminaire cigarette lighter.
Firm has concentrated on printed media (about
$1.5 million annually) but has used some tele-
vision, including spot and sponsorship of CBS-
TV's Four Star Playhouse (dropped last Janu-
ary). Drive to be launched early this summer
to capitalize on back-to-school theme.

EYEING KID SHOW • Borden Co. and Gen-
eral Foods, both through Young & Rubicam,
N. Y., understood to be considering CBS-TV's
new weekly, 7:30-8 p.m. lineup of juvenile
fare (story page 82) for possible sponsorship.

MAXWELL HOUSE RADIO • General Foods,
for Maxwell House coffee (regular), starts radio
spot announcement campaign April 6 to run
through May 27 in 10 markets in three western
states plus Chicago, Dallas and Fort Worth.
Benton & Bowles, N. Y., is agency.

NATIONAL EXPANSION • Harriet Andre
Inc. (Tress-Kit, plastic cap, and Wonder Jim,
exercisor), N. Y., which has been using tele-
vision in East, is expanding nationally during
April with plans to cover about 200 markets in
all. Product Service, N. Y., is placing campaign.

TAKE TEA • Tea Council, N. Y., through Leo
Burnett Co., Chicago, will place heavy tv spot
campaign in 1 1 markets for iced tea, May
through August.

STOUT FELLOWS • Goetz Country Club
Stout, through Compton Adv., N. Y., is placing
combined radio-tv spot announcement cam-
paign using minutes in availabilities near male-
appeal programs. Schedule starts April 4 and
May 1 and runs from 13 to 26 weeks.

F&P Starts Sales Series

LLOYD GRIFFIN, vice president for television
at Free & Peters, New York, has announced
introduction of seven-week sales development
series covering major aspects of tv spot busi-
ness for representation firm's tv personnel.
Guests from stations represented by Free &
Peters in addition to firm's employes will be
present at seven Wednesday night sessions in
series called "Spot Basics."

In outlining primary objective of series, Mr.
Griffin said, "An informed salesman who knows
his prospects, knows his prospect's requirements,
knows what selling tools are at his disposal
and how to use them is a successful salesman."

EDWARD LAMB DENIES RED AFFILIATIONS,
SAYS NEVER WROTE 'WORKER' STORY

Broadcasting • Telecasting

April 4, 1955 • Page 7

BRADFORD

SUSQUEHANNA

WBRE-TV Serves a 17 County
Area in a Matter of Minutes

WBRE-TV's Regional News Coverage is produced by
a 10-man news staff, with cameramen strategically
located at vantage points over the vast area served
by WBRE-TV. By use of bus and air service, news is
received, developed (in minutes with high speed
equipment] and aired the same day it happens ....
often while the news is still being made. Thus,
WBRE-TV renders a personal, community service un-
matched by any other medium. This up-to-the minute
news service to the 2,000,000 population in WBRE-
TV's viewing area, has gained for this station an
audience vastly superior to any TV station reaching
any part of this great Northeastern Pennsylvania in-

dustrial and agricultural market. Consider WBRE-TV
for news. We invite you to make inquiry, because
you can profit by advertising in the one medium
which covers these 17 counties whose combined retail
sales equal America's 12th largest market.

November, 1954 Wilkes-Barre-Scranton
Telepulse - Evening News Ratings were as follows:
WBRE-TV 17.4
Station B 5.8
Station C —
Station D 2.4

Set Count as of March 1, 1955 245,000

- TV Ch. 28 Wilkes-Barre, Pa,

National Representative
>4/VQQ@ BASIC BUY! The Headley-Reed Co

Page 8

April 4, 1955

Broadcasting • Telecasting

PEOPLE

Tucson Ch. 9 Bid Filed;
Other New Applications

BID for new tv station on ch. 9 at Tucson,
Ariz., filed with FCC Friday by Tucson Tv Co.,
owned by D. W. and Kathleen Ingram. Mr.
Ingram is owner of lumber firm and ware-
houses. Effective radiated visual power asked
is 57.7 kw. Estimated cost $271,655, first year
operating cost $276,000, revenue $300,000.
Other new applications:

Sale of WRAD Radford, Va., by multiple-
station operator Rollins Bcstg. Co. for $125,000
to Alice and Perry E. Gresham. Latter heads
Bethany College, Bethany, W. Va.

Sale of William Schons' 50% interests in WKAI
Macomb, 111., and KLIL Estherville, Iowa, to
A. G. Bush, chairman of executive committee of
Minn. Mining & Mfg. Co. and director KSTP-
AM-TV St. Paul. Consideration involves can-
cellation of $40,000 loan to stations. Edward
Schons retains 50% holdings in two outlets.

Request for new station at Escondido, Calif.,
on 1510 kc with 5 kw fulltime, directional, filed

SPONSORED CULTURE

HECHT Co. program, Music in School,
broadcast weekly over WGMS Washing-
ton to 66,000 school children, will be
carried overseas in several languages by
Voice of America. Determining factor
behind VOA decision was fact that Music
in School is commercially sponsored and
symbol of cultural achievement under
American free enterprise broadcast sys-
tem. Behind sponsorship of series is
Harry M. Davidow, executive vice presi-
dent of Hecht Co., one of nation's largest
department stores. It is used as regular
music course in Washington schools.
Hecht Co. donated radios to schools
lacking equipment.

by Riverside agencyman W. L. Gleeson and as-
sociates. Mr. Gleeson holds 68.2%. Others include
E. L. Barker, chief owner KLOK San Jose, and
G. R. Pollock, contractor.

Low Power Tv Favored

GENERAL approval of FCC's proposal to per-
mit low powered tv stations in small cities
(see story page 69) expressed Friday at dead-
line filings by Radio-Electronics-Television
Mfrs. Assn., NARTB, Philco, Sylvania and
WSM-TV Nashville, Tenn. All recommended
FCC also authorize boosters and satellites.
Some suggested further moves to permit auto-
matic operation of transmitters, use of direc-
tional antennas, off-air relays and permission
for stations in cities larger than 50,000 popula-
tion to use low power operation.

Referring to boosters and satellites, Sylvania
said on-channel booster would cost $19,500 to
build, $9,950 yearly to run; off-channel con-
verter-repeater, $21,500 to build, same amount
to run; low power, originating station, $44,500
to build, $18,000 yearly to operate. WSM-TV
said low cost booster would cost between $5,000
and $10,000 to build, and about $2,000 per
year to run.

KFBC-TV Cheyenne, Wyo., and KSTF
(TV) Scottsbluff, Neb., were favorable to FCC
proposal, suggested that satellites be limited
one to a community, approved booster idea to
fill in coverage "holes," hit at community tv
systems as obstacle in way of establishment of
small city tv stations.

WN EX-TV Macon Sold for$l

SALE of ch. 47 WNEX-TV Macon, Ga., by
Macon Television Co. (owned 80% by WNEX
Macon and 18% by William A. Fickling) to
E. K. Cargill, former WMAZ Macon executive
and theatre owner, and J. C. Barnes Sr., Texas
oilman, reported Friday with filing of applica-
tion for FCC approval. Messrs. Cargill and
! Barnes paying $1 for WNEX-TV, but assuming
I $260,000 in obligations ($185,000 long term
| and $75,000 accounts payable). Balance sheet
I showed WNEX-TV with total deficit of $184,-
730. Station began operating August 1953, is
affiliated with NBC. It competes with CBS-
i affiliated, ch. 13 WMAZ-TV Macon. Unless
[ transfer is approved,, application said, station
! will have to cease broadcasting. Mr. Cargill
will own 25%, Mr. Barnes 75% of station.

at deadline

FCC Hits Tv Boosters

FCC ordered 23 persons allegedly operating il-
legal tv boosters in central Washington [B«T,
March 21] to hearing in Seattle beginning May
9. Order, directed to three unauthorized boost-
er operations in Quincy, Nespelem and Bridge-
port, Wash., is to show cause why cease and
desist order should not be issued. Boosters
operate by picking up Seattle tv signals, ampli-
fying and rebroadcasting them. Commission
also said booster operators were re-broadcasting
Seattle tv station signals without permission of
stations concerned.

WGN to Screen Records

WGN-AM-TV Chicago has set up own review
board to screen all record releases because of
"increasing number of sub-standard" issues.
Board will meet periodically to help "reinforce
a traditionally strict music clearance policy,"
according to Bruce Dennis, WGN program
director. Serving on board, along with Mr.
Dennis, are J. E. Faraghan, WGN-TV program
director; Win Jolly, assistant WGN program
director, and other personnel, including disc
jockeys.

Senate Ratifies ITC

SENATE Friday ratified by vote of 74-1 Inter-
national Telecommunications Convention with
annexes and protocol signed in December 1952
at Buenos Aires, officially placing document
in effect in part of U. S. ITC represents re-
vision of Atlantic City Convention of 1947
[At Deadline, March 7]. Plan has been ap-
proved by 32 nations.

UPCOMING

April 6-7: Senate Juvenile Delinquency
subcommittee hearings on effect of
television. Old Supreme Court Room,
U. S. Capitol.

April 8-9: Alabama Broadcasters Assn.,
Whitney Hotel, Montgomery.
For other Upcomings see page 108.

JAMES C. ZEDER JR., assistant to Bruce E.
Miller, director of advertising and merchan-
dising of Plymouth Div. of Chrysler Corp.,
appointed Plymouth's radio-television advertis-
ing manager. Mr. Zeder formerly was with
McCann-Erickson, N. Y., and Grant Adver-
tising, Detroit.

PETER FINNEY, former vice president in
charge of radio-tv, Harry B. Cohen Adv., N. Y.,
to Vidicam Pictures Corp., N. Y., as partner
and executive vice president in charge of cre-
ative production.

JOHN F. HENRY, account executive on Amer-
ican Motors and Nash Motors division ac-
counts, elected vice president of Geyer Adv.,
N. Y.

RAY H. KREMER, former radio-tv director
of Rutledge & Lilienfield, Chicago, appointed
account executive at CBS Radio Spot Sales,
Chicago. He was formerly radio-tv director
at Lambert & Feasley, N. Y. At one time,
Mr. Kremer was with CBS Radio as director
of Grand Central Station and also has directed
radio programs for NBC.

LEWIS G. GREEN, head of Green Assoc.,
Chicago radio-tv package firm, appointed head
of radio-tv division of Reincke, Meyer & Finn
Inc., same city.

CHARLES D. KASHER, president of Charles
Antell Inc., announced Friday that he has sold
his interest in company and has acquired title
to advertising agency, TAA Inc., which for-
merly handled Antell account [B*T, March
28]. Mr. Kasher plans to act as advertising
consultant specializing in mail order and "hard
sell" copy.

PAUL B. MOWREY, tv consultant, formerly
with ABC in production, program and sales
capacities, retained by Zenith Radio Corp. for
"special activities" in connection with com-
pany's subscription television program.

ALBERT W. OBERHOFER, formerly with re-
tail sales department of Chicago Tribune, ap-
pointed account executive at Boiling Co., Chi-
cago, station representative firm.

RCA Tv Set Sales Run High

PREDICTING "continued high industry-wide
level of television set sales," Robert A. Seidel,
executive vice president, consumer products,
RCA, reported last Friday that sales of RCA
Victor television receivers are running ahead
of 1954 record high.

Mr. Seidel talked before home furnishing
conference of National Retail Dry Goods Assn.
in Washington. He said television will be re-
sponsible for "the greatest opportunity for in-
creases in home furnishing sales and profits this
year, next year, or perhaps any year during our
lifetime."

Junius Fishburn Dies at 89

JUNIUS BLAIR FISHBURN, 89, Roanoke,' 1
Va., publisher-broadcaster (Times and World-
News and WDBJ-AM-FM), died Friday, day
after FCC made final grant of Roanoke's ch. 7
to WDBJ. Mr. Fishburn was board chairman
of publishing company. His son, Junius P.
Fishburn, then president, died March 24, 1954,
after being stricken during tv hearings in Wash-
ington. Mr. Fishburn's death Friday brought
to three number of publisher-broadcasters who
died last week. Others: Col. Robert McCor-
mick (Chicago Tribitne-WGN-AM-TV and New
York News-WPlX [TV]) and Joseph Pulitzer
(St. Louis Post-Dispatch-KSD-AM-TV) (see
story page 78).

Broadcasting • Telecasting

April 4, 1955 • Page 9

the week in brief

NBC RADIO MAKES ITS MOVE

Network unveils 'Monitor,' new week-
end plan for magazine concept radio
with 'billboards' as short as six seconds

STARCH TESTS IN ALTOONA

Research firm sets up tv commercial
test laboratory on WFBG-TV there

TED BATES AGENCY INCORPORATES

Four top executives change titles in
business realignment 29

WOOLWORTH TRIES NETWORK RADIO

Dime store chain buys Sunday after-
noon music hour on CBS 32

TISSUES, TOWELS AND TELEVISION

The success story that Scott Paper Co.
has notched in nine years 35

HOUSEWIVES' PROTECTIVE LEAGUE

A radio success that sells its adver-
tisers' products to 15 million families
each week 38

WAVE-TV BUYS A FARM

Louisville station makes a $150,000
investment in farm programming . .44

A UNIVERSITY ON FILM?

Max Wylie reports negotiations be-
tween Columbia U. and DuMont net-
work for credit courses on tv 56

COST CUTTING IN ENGINEERING

will be the theme of NARTB's engi-
neering exhibit at the May convention
59

departments

DE-INTERMIXTURE STUDIED

FCC asks comments on proposal to
make four markets all uhf 64

ANOTHER AID TO UHF

The Commission comes up with a plan
for low-power uhf boosters 66

HOUSE APPROVES FCC MONEY

for investigating economics of radio
and tv networking. Earmarked:
$80,000 70

THE ODDS ARE ON L'HEUREUX

to get Backer's nod as GOP counsel
on the Senate's upcoming network,
uhf-vhf probe 73

COMR. LEE URGES SELF-POLICING

He tells Tennessee broadcasters indus-
try must clean up bad practices to
avoid government intervention . . . .74

THE KIDDIE AUDIENCE

Networks want it. ABC-TV success
with 'Disneyland' spurs others to re-
vamp program schedules 82

AB-PT REPORTS EARNINGS UP

Although the network division lost
money, Goldenson says it is reaching
competitive stage and should show
gains now 82

PAY-TV OPPONENTS MUSTER

New anti-subscription tv organization
formed. It joins Committee Against
Pay Tv in hiring Hogan as technical
counsel for the opposition 85

RCA ASKS ANTITRUST DISMISSAL

Manufacturer's answer to Dept. of Jus-
tice monopoly charge says its licenses
aid industry growth 86

Closed Circuit 5 In Review 22

Editorial Ill International ...

Networks

Open Mike

Our Respects

Program Services ....

Programs & Promotion

Stations

Trade Associations

Page 10 • April 4, 1955

Maury Long
Vice President

tig

Sel Taishoff
President

H. H. Tash
Secretary

, T. Taishoff
Treasurer

BROADCASTING I
TELECASTING

THE NEWSWEEKLY OF RADIO AND TELEVISION

Published Every Monday by Broadcasting
Publications Inc.

Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N.W., Washington 6, D. C.
Telephone: MEfropolitan 8-1022

EDITOR & PUBLISHER
Sol Taishoff

MANAGING EDITOR
Edwin H. James
SENIOR EDITORS
Rufus Crater (New York), J. Frank Beatty, Bruce Robertson
NEWS EDITOR
Fred Fitzgerald
SPECIAL PROJECTS EDITOR
David Glickman
ASSOCIATE EDITORS
Earl B. Abrams, Lawrence Christopher
ASSISTANT NEWS EDITOR: Don West
ASSISTANT EDITOR: Harold Hopkins
STAFF WRITERS: Ray Ahearn, Jonah Gitlitz,
Louis Rosenman, Peter Pence.
LIBRARIAN: Norma Wooton
EDITORIAL ASSISTANTS: Kathryn Ann Fisher, Eli Fritz,
Joan Sheehan, Audrey Cappella. SECRETARY TO THE
PUBLISHER: Gladys L. Hall.

BUSINESS

VICE PRESIDENT & GENERAL MANAGER
Maury Long
SALES MANAGER
Winfield R. Levi (New York)
SOUTHERN SALES MANAGER: Ed Sellers
PRODUCTION MANAGER: George L. Dant
TRAFFIC MANAGER: Harry Stevens
CLASSIFIED ADVERTISING: Wilson D. McCarthy
Eleanor Schadi, M. Gwen Moore.
AUDITOR-OFFICE MANAGER: Irving C. Miller
ASSISTANT AUDITOR: Eunice Weston.
ART-LAYOUT: Duane McKenna
CIRCULATION & READERS' SERVICE
MANAGER
John P. Cosgrove
Frank N. Gentile, Joel H. Johnston, Sharleen Kelly,
Jean McConnell, George Neitzey, William Phillips.

BUREAUS

NEW YORK
444' Madison Ave., Zone 22, Plaza 5-8355

Editorial
SENIOR EDITOR: Rufus Crater
AGENCY EDITOR: Florence Small
ASS'T NEW YORK EDITOR: David W. Berlyn
NEW YORK FEATURES EDITOR: Patricia Kielty
NEW YORK ASSIGNMENTS EDITOR: Rocco Fomighetti
Selma Gersten, Sally Creley

Business

SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
Dorothy Munster

CHICAGO

360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middieton
Barbara Kolar

HOLLYWOOD

6253 Hollywood Blvd., Zone 28, Hollywood 3-8181
WESTERN NEWS EDITOR: Leo Kovner
TV FILM EDITOR: Marjorie Ann Thomas

WESTERN SALES MANAGER: Wallace H. Engelhardt

Toronto: 32 Colin Ave., Hudson 9-2694. James Montagnes.

SUBSCRIPTION INFORMATION
Annual subscription for 52 weekly issues: $7.00. Annual
subscription including BROADCASTING Yearbook (53d
issue): $9.00, or TELECASTING Yearbook (54th issue):
$9.00. Annual subscription to BROADCASTING • TELE-
CASTING, including 54 issues: $11.00. Add $1.00 per
year for Canadian and foreign postage. Regular issues:
35(i' per copy; 53d and 54th issues: $3.00 per copy.

ADDRESS CHANGE: Please send requests to Circulation
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addresses, including postal zone numbers. Post office
will not forward issues.

BROADCASTING* Magazine was founded in 1931 by
Broadcastting Publications Inc., using the title: BROAD-
CASTING* — The News Magazine of the Fifth Estate.
Broadcast Advertising* was acquired in 1932, Broadcast
Reporter in 1933 and Telecast* in 1953.

*Reg. U. S. Patent Office
Copyright 1955 by Broadcasting Publications Inc.

Broadcasting

Telecasting

covers the rich
Southern California
Television Market

97% of all the television families in
the eight Southern California counties
live where they can watch Channel Five.

7% of the nation's television homes can be reached by KTLA

Represented Nationally by PAUL H. RAYMER COMPANY

April 4, 1955 • Page 11

Broadcasting • Telecasting

FROM THE

IN LANSING, MICHIGAN

Frankly, we're bubbling over with pride here
at the Country House ... a pride we'd like to
share with you, the members of our industry.
Since the official opening on October 31st,
thirty-five thousand people have visited our
new home. If we were to condense the col-
lective reaction into one word, it would be . .
"fabulous !" Having been in the advertising
business for 20 years, we're a bit cautious
about the word fabulous . . . but we do think

that our new Country House, with its flowing
ranch-type exterior and graceful French Pro-
vincial interior, rates as one of the nation's
finest plants. Certainly, it has no peer for
styling, comfort, convenience and utilization.
We d like you to see it. If your travels this
year bring you within shouting distance of
central Michigan, give us a call. We can
promise you a personal tour and the most
gracious hospitality.

W J I M TV

Coverage that counts!

@ Lansing (•) Flint @ Saginaw
(§) Grand Rapids (§) Battle Creek (§) Jackson

C... CBS ... ABC

• for family entertainment

• for weather reports

• for news

• for top-notch, top-rated

shows

• for advertising results

• for availabilities, check
our national reps. The Katz
Agency

greater
Nashville
watches
channel

i / J
i / /

the

station for 62 Tennessee and Kentucky

counties — a billion dollar market reached by Nash-

ville's highest towered, maximum powered station

WLAC-TV

100,000 watts Channel 5
CBS Basic Affiliate
Nashville, Tennessee

Page 14 • April 4, 1955

Broadcasting • Telecasting

OPEN MIKE

No Question Now

EDITOR:

. . . Any question I might have had as to the
power of B # T was certainly cleared up by the
large number of letters and calls I received
after the article was published [On All Ac-
counts, Jan. 31].

The response was particularly gratifying, since
I heard from many old friends whom I had not
been in touch with in recent years.

Jerome Feniger

Cunningham & Walsh Inc.

New York City

The Carolinas

EDITOR:

I have just received and read with great in-
terest the story on "The Carolinas" [B*T,
March 21]. It is apparent that you found plenty
of grist for the mill. You have treated it well
and I know the story will be well received . . .

F. Clifton Toal, Asst. V. P.

Southern Railway System

Washington, D. C.

editor:

you have told the carolina story thor-
oughly and ably. favorable comments re-
ceived from many over the state.

Joseph M. Bryan
First Vice President
Jefferson Standard Life

Insurance Co.
Greensboro, N. C.

EDITOR:

A 21 -gun salute to Frank Beatty for the
Carolinas story . . . the whole story was com-
pletely excellent; you not only got the facts but
the spirit of the community, and the skillful
recognition of the three natural divisions should
cause the state lines to be changed and bring
about 49 states instead of the present 48. Please
give me the price for 1,000 reprints.

B. T. Whitmire, Manager
WFBC-TV Greenville, S. C.

EDITOR:

Congratulations on your fine presentation
on the Carolinas. I'm a Yankee who has found
that opportunity in radio went hand in hand
with tremendous expansion taking place in-
dustrially and agriculturally.

Consequently, WHVH, a new station, will
make its debut in Henderson very shortly. We
are naturally optimistic, but your article has
bolstered my confidence 1,000 fold.

If it is possible, I should like very much to

obtain several hundred reprints . . .

George A. Corkum, Gen.. Mgr.

WHVH Henderson, N. C.

[EDITOR'S NOTE: Reprints of "The Carolinas"
are available at $25 per 100 copies, with a 10%
discount for orders of 1,000 or more.]

National Vhf Tv Plan

EDITOR:

. . . There is no question in my mind but
that we will soon have small community tele-
vision. The only way that the present vhf chan-
nels can apparently be utilized to accomplish
nationwide television is through making all
such channels available in all communities of
these United States.

If you will check the six local am frequencies
(1230, 1240, 1340, 1400, 1450 and 1490) I
believe you will find that about 40% of the
stations are operating on these frequencies and
that there is a current move underway for all
of these stations to be allowed to increase
their power to 1,000 watts.

Twelve such local channels or frequencies

can apparently handle as many television sta-
tions as radio stations, or as there are radio
stations presently in existence. The 12 vhf chan-
nels are presently being handled somewhat like
the clear am frequencies, which is a situation
where the best frequencies are actually of least
value to our people. It is wrong. It will be
wrong if television is handled in this same
manner.

L. C. McKenney, Gen. Mgr.
KICK Springfield, Mo.;
KMDO Fort Scott, Kan.;
KLRS Mountain Grove, Mo.;
KRMO Monett, Mo.

No Second Chance

EDITOR:

If the title, "Conelrad: No Second Chance,"
rings a bell, it well should. It's the same title
that appeared on a B«T editorial in the Nov.
29, 1954, issue. In fact, your editorial in-
spired the enclosed script [explaining Conelrad
and its vital significance to every listener] and
resulted in WJR launching a public service
project that we consider both educational and
newsworthy.

We plan to run this program on WJR each
day for seven days at different time segments
so as to cover all components of the WJR
audience [B»T, March 28]. At the end of this
first week, tape-recordings of the program will
be offered to Michigan Civil Defense . . .

Worth Kramer, Vice President

WJR Detroit

Sweeney Exposition

EDITOR:

Just read the Kev Sweeney interview [B«T,
March 28]. It's a fine exposition of radio to-
day. I'd like five additional copies if you have
them handy.

Jim Luce, Chief Timebuyer
J. Walter Thompson Co.
New York

High-Definition Clarification

EDITOR:

Thank you very much for the very nice article
[on a British high-definition system of electronic
film recording, B*T, March 21]. Due to a mis-
understanding, it was referred to as the BBC
high definition system. It also referred to Nor-
man Collins as a scientist. I would like to
clarify this portion.

(a) The system is owned by High-Definition
Films Ltd., London, and the BBC uses it.

(b) Norman Collins is a very well-known
writer and former boss of BBC [television and
now head of Associated Broadcasting Develop-
ment Co., one of the four companies author-
ized to produce programs for commercial tele-
vision in Britain] . . .

Allan A. Buckhantz,

Exec. V. P.
High Definition Electronic

Picture Recording System
Hollywood, Calif.

Buyer's Book

EDITOR:

. . . The Broadcasting Yearbook & Market-
book will remain on my desk as a reference for
those facts and figures which a buyer must
have handy at all times.

T. E. Malone, Timebuyer

William Esty Co.

New York

MILWAUKEE

MILWAUKEE'S

MOST POWERFUL

INDEPENDENT

5000

WATTS
o n

1250

MILWAUKEE'S

BEST BUY

LOWEST COST
PER THOUSAND

Pulse — Nov.-Dec. 1955

WEMP WEMP-FM

MILWAUKEE

HUGH BOICE, JR., Gen. Mgr.
HEADLEY-REED, Natl. Rep.

24 HOURS OF MUSIC, NEWS, SPORTS

Broadcasting • Telecasting

April 4, 1955 • Page 15

Measured any way you want

WFBR

BALTIMORE

AVERAGE RATINGS

6 A. M. to Midnight

Monday thru Saturday

AND FIRST IN SIX MAJOR TIME
AND PROGRAM CLASSIFICATIONS

Page 16 • April 4, 1955

Broadcasting • Telecasting

Here are the 6 major time ana program
classifications . . . in whic k WFBR ranks
FIRST in Baltimore:

AVERAGE RATINGS-ALL LOCAL PROGRAMS

6:00 A.M.— MIDNIGHT— MONDAY thru SATURDAY

WFBR, long known as the Baltimore station famous for its high-rated
locally produced shows, now takes a commanding lead in this department!
These are personality shows — designed to carry hard-selling minute

announcements!

AVERAGE RATINGS-EARLY MORNING PROGRAMS

6:00 A.M.-9:00 A.M.— MONDAY thru SATURDAY

WFBR continues to hold its leadership in the "Wake-Up" department- —
the most sought-after time segment in radio! The name is "Morning in
Maryland".

AVERAGE RATINGS-ALL PROGRAMS-MID-TO-LATE AFTERNOON
3:00 P.M,-6:30 P.M.— MONDAY thru SATURDAY

WFBR's musical pattern in this important time segment delivers the
largest radio audience in town — nearly twice that of soap opera
competition! We call this one "Melody Ballroom".

WOMEN'S PROGRAMS

WFBR's "EVERY WOMAN'S HOUR" is the top women's program in Balti-
more. It delivers 33-1/3% more audience than its nearest competitor!

NEWSCASTS

WFBR's average rating, in quarter hours containing locally produced
' newscasts, is 45% higher than competitive local newscasts!

SPORTS PROGRAMS

WFBR carries the highest rated sports commentary on any Baltimore radio
station — and this show has been on the air less than 6 months!

WFBR is hot. How'd you like to have us build a fire under your sales in Baltimore?

any John Blair man ahout

WFBR

5,000 WATTS IN BALTIMORE

Our president plays *SOURCE: Pulse Metropolitan Area | January-February

banjo. Rates on request. Report & Out-Of-Home Report J 1955

Broadcasting • Telecasting

April 4, 1955 • Page 17

Split your operation. . . . Go into
competition with yourself. . . . Put all
salesmen on commission. . . .
That's what they said when we added
television to our broadcast service.
Maybe they were right, but we just
couldn't change that much. We had
sales people who had been handling
the same accounts for five, ten, even
twenty years— advising those people
how to get the most for their ad-
vertising dollar (even when it meant
diverting a portion to other stations or
media!)

We paid regular salaries— no com-
missions—because we wanted those
people to live thru the thin so they'd
be ready to help us cash in on the
thick.

We wanted them to keep on advising
their clients as to how to get the most
advertising for their dollars— only way
we saw to keep up radio and get an
increased appropriation for television.
Figured we'd be the only loser paying
two men to have a dog fight over the
same dollar.

All we know is that, locally, radio
income for 1954 exceeded 1953, and
local television was above radio.
And everyone of those local adver-
tisers is getting more than his money's
worth from our combined broadcast
service.

If you "national" boys just follow the
lead of the home folks who know us,
you'll also get a real return on your
dollar and we'll all be happy.
See Avery-Knodel for TV and Katz
for radio— it's the only divided part
of our operation.

SOUTHEASTERN
BROADCASTING
COMPANY

MACON, GA.

our respects

to THOMAS JOSEPH McDERMOTT

LAST December, Thomas Joseph McDermott,
conceivably the most even-mannered man in
advertising, was rewarded with one of the oldest
designations in the industry: vice president in
connection with the radio-television department
of N. W. Ayer & Son, New York.

Freely translated, the title means that Mr.
McDermott is the liaison between radio-tv and
all other departments in the agency servicing
a particular client. His job is to coordinate the
advertising plans of the sponsor so that a unity
of outlook and operation is achieved within the
separate agency divisions.

On a particular account, for example, Mr.
McDermott may sit in and advise on the origi-
nal storyboard draft of plans, counsel on the
use of media, assist in the formulation of re-
search, and in general follow the fortunes of
the account through every promotional phase
from copy-theme to timebuying.

In this work he will work closely with James
Hanna, longtime vice president in charge of
radio and television for the agency.

Few men have ever gone into a new position
with more goodwill than accompanied Mr. Mc-
Dermott to his present job. He is one of the
most revered men in the business.

A veteran of 21 years at the agency, Mr. Mc-
Dermott joined N. W. Ayer & Son in 1933 as
an accountant assisting in the preparation of
talent contracts in radio. Three years later he
added timebuying to his duties, purchasing avail-
abilities for such accounts as Atlantic Refining,
Cliquot Club, Kirkman & Son, Sheffield Farms
and the Bell Telephone System. Significantly,
most of the accounts for which he placed cam-
paigns then, are still with the agency and are
using radio or television as important facets
of their promotion.

Rising to the post of chief timebuyer, Mr.
McDermott was simultaneously business man-
ager of the radio-tv department, the position he
maintained until last December when he was
raised to vice presidential rank.

Possessor of a long line of "firsts" in the in-
dustry, Mr. McDermott was most recently in-
strumental in getting Bissel Carpet Sweeper Co.
to use television for the first time in its history,
purchasing participations in Home and Today
on NBC-TV.

Other N. W. Ayer & Son clients currently
using radio and television are Dole Pineapple on
the Art Linkletter show on CBS-TV; Yardley
Products on the Garry Moore Show on CBS-
TV; Plymouth cars with News Caravan on
NBC-TV, plus a spot radio-tv schedule; Na-
tional Dairy sponsoring Sealtest Big Top on
CBS-TV; Electric Light & Power Companies
underwriting the alternate week of You Are
There on CBS-TV; American Telephone & Tele-
graph Co. on the Telephone Hour on NBC

Radio; Atlantic Refining Co.'s extensive sport
schedule placed regionally and now in its 20th
year.

N. W. Ayer, itself, was formed in 1869 when
advertising was just beginning. Just before the
turn of the century, the National Biscuit Co.
and Ayer had a radical new idea — packaged
foods. At that time, food was sold from bulk
containers — bins, barrels, tubs and huge sacks.
For its client, Ayer worked out the first com-
plete campaign for packaged foods. There was
a brand named Uneeda Biscuit; a trademark —
the Uneeda Biscuit boy in his yellow oilskin
slicker and sou'wester, dramatizing the oil-
paper protection of the package; there was a
full scale advertising campaign that swept the
open cracker barrel from the nation's stores.
It was a startling overnight success, and adver-
tising had arrived.

In 1900, N. W. Ayer was one of the largest
agencies in the country with more than $2 mil-
lion dollars worth of business. Today, the
agency is still among the largest in the country
with its radio-tv billing alone estimated at $18
million.

The Philadelphia agency was also one of the
first to develop a tv department, which started
out in 1941. In the middle 40's the agency
placed for Atlantic Refining the first football
telecast between Philadelphia, New York and
Schenectady.

Ayer opened its branch offices in New York
in 1903, in Boston in 1905, and in Chicago in
1910. The Ayer branch office is not a semi-
independent organization: it is a true branch
office, closely connected with the home office
where creative functions and many others are
centralized.

Tom McDermott is one member of the New
York office who helps keep the branch and
home office in constant contact.

Mr. McDermott was born in New York on
Oct. 16, 1908. He attended the local High
School of Commerce and Pace Institute. He
majored in accounting at New York U. "Ex-
actly the right kind of training," he avers, "for
a man who shoots golf the way I do."

Dubbed the agency's "worst golfer" he has
the credentials to prove it. On the wall of his
office hangs the "Tom McDermott Award" be-
stowed on him by his colleagues "for outstand-
ing gallantry in the face of sand, water and
impenetrable rough."

As proficient at sailing as he is hapless at
golf, he has just purchased a 25-foot sloop
which he plans to launch this summer.

A widower, Mr. McDermott lives with his
daughter, Maureen, in Palisades Park, N. J., a
30-minute drive from his office. Maureen, 23, is
working in the publicity department of another
New York advertising agency.

Page 18 • April 4, 1955

Broadcasting • Telecasting

NOW

♦ ♦ 22 County Coverage

California's Two Billion Dollar Central Valley's Market

YOUR BEST

CHANNEL TEN . . . SACRAMENTO

California's

CAPITAL

Market

SACRAMENTO ... a dual capital . . .
headquarters of the the state govern-
ment, and business capital of a vast in-
land empire. Here is a market of more
than two million people with twice the
buying power of the city of Boston,
twice the retail sales of the city of Pitts-
burgh ... a growing market, increasing
at the rate of 2,500 persons per month.
For your TV dollars your "best bet" is
KBET — Channel 1 — Sacramento.

BASIC

H-R TELEVISION, INC

NEW YORK CHICAGO HOLLYWOOD
SAN FRANCISCO DALLAS
ATLANTA HOUSTON

Broadcasting • Telecasting

April 4, 1955 • Page 19

^KRC

NOW THE

TELEVISION STA1

8
I

316,000

Don Chopin, Mgr. New York Office, 550 Fifth Ave.

CBS TELEVISION NETWORK

NOST POWERFUL

watts ^ on channel 12

CINCINNATI, OHIO

Ken Church, National Sales Mgr.

REPRESENTED BY THE KATZ AGENCY

N RADIO!

J Hi

IN TV!

exas!

CBS AND DuMONT
TELEVISION NETWORKS

IN REVIEW

ENTERTAINMENT 1955

DEDICATORY programs, as such, are not
often inherently entertaining. To offset this,
NBC-TV assembled a disparate crew of top
entertainers at a cost of some $350,000 to
launch its $3,700,000 color facilities in Bur-
bank, Calif. Unfortunately Entertainment 1955
proved to be a misnomer.

Accustomed to the network's usual high ex-
cellence in previous spectaculars, this particular
effort was disappointing. Even the color, the
physical transmission of which was steady,
failed to be exciting. Fred Allen, surprisingly
enough, looked far healthier than anyone else
on camera with a consistently human flesh
tone. Dinah Shore, on the other hand, sported a
warm, golden tan in person, but looked down-
right sickly. Either by filter or design, there
was little use made of the color possibilities in
costumes and sets.

The outstanding portion, entertainment-wise,
was a boy-meets-girl skit starring Pat Carroll
and Buddy Hackett. It's no mean feat for two
comparative newcomers to outshine their peers,
and they were truly delightful. But, then the
fine hand of Max Liebman guided them in New
York. It might have been well if Mr. Liebman
and his showmanship had handled the whole
show from beginning to end. Something was
sorely needed to mark such an auspicious event,
NBC-TV's first color telecast to emanate live
from the West Coast.

Helen Hayes, charming as always, presented
the Antoinette Perry Award for the best Broad-
way play to "The Desparate Hours," followed
by an excellently staged and acted scene from
the play.

Fred Allen, seemingly quite subdued, was
the overall host and also took part in a sketch
with Jimmy Durante, saved only by the latter's
personality.

Opera's contribution to entertainment was
represented by Leontyne Price and Josh
Wheeler in a scene from "Tosca," which was
colorless and not up to the version seen previ-
ously on the network.

In a simulated recording session, Dinah Shore
previewed her latest RCA Victor record. A
rather dismal song titled "Whatever Lola
Wants," it nevertheless seems destined to be-
come a hit in the fashion of the day.

Home viewers and live audience alike were
cheated of the finale, billed as a singing and
dancing tour of the new Burbank plant.
Whether or not it could have proved the saving
grace of the 90-minute "extravaganza" shall be
forever left to speculation.
Production cost: $350,000 for time and talent.
Sponsored by Sunbeam Corp., through Perrin-
Paus Co., and Hazel Bishop Inc., through
Raymond Spector Co., on NBC-TV, March
27, 7:30-9 p.m. EST, for one time only.
Starring Fred Allen, Jimmy Durante, Ralph
Edwards, Adolph Zukor, Bob Hope, John
Derek, Dinah Shore, Judy Holliday, Cesar
Romero, the Double-Daters (from Holly-
wood); Karl Maiden, Nancy Coleman, Helen
Hayes, Buddy Hackett, Pat Carroll, Leontyne
Price (from N. Y.).
Producer-Director: Jack Rayel; Associate Pro-
ducer: Bob Henry; Directors: Dick McDon-
ough, Bob Banner (Hollywood); Max Lieb-
man, Kirk Browning (N. Y.); N. Y. Produc-
ers: Max Liebman, NBC Opera Theatre; As-
sociate Director: Roy Montgomery.
Writer: Charles Isaacs; Musical Director: Gor-
don Jenkins; Technical Director: Ross Miller;
Costumes: Grady Hunt; Art Director: Jay
Krause; Lighting: Al Scarlett; Choreography:
Nick Castle, Miriam Nelson.

Broadcasting • Telecasting

Wichita dfalls cJe/eviston, 3nc.

■ ■■ ' ■ . ■

channel 2 Baton Rouge
now offers its advertisers

the Greatest Coverage

in Louisiana!

Now on the Air with Test Pattern

100,000

MAXIMUM POWER:

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TV HOMES

Commercial Operation April 14

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represented by HOLLINGBERY CO.

Broadcasting • Telecasting

April 4, 1955 • Page 23

For

MULTIPLEXING,
or direct use!

RCA's TK-2 I Vidicon Film Camera
can be used with RCA's Multiplexer,
TP- II, for multiple picture inputs
(see illustration opposite page).
Or, it can be mounted directly on
any of the RCA TV Projectors-
such as the TP- 1 6, TP-35, or TP-6A
(see above).

film

DEVELOPED HAND IN HAND with the new RCA-6326
VIDICON tube, RCAs TK-2 i Film Camera does for film
picture quality what the RCA Image Orthicon Camera has
done for "live" picture quality.

"Live" picture sharpness!

For unsurpassed picture detail, choose the RCA Vidicon film
camera! It's the only film pick-up system with enough signal
output (and low enough noise in the signal) to use aperture
response correction. Aperture response correction brings picture
detail to maximum sharpness (detail resolution, 100% at 350
lines) while holding a high signal-to-noise ratio. Benefit: You
produce finer film pictures . . . with a quality you get from
your studio camera.

The RCA Vidicon adds "studio" realism to your film pictures.
The gamma characteristic of the Vidicon tube is ideal for film
reproduction . . . 0.65, constant over a dynamic range of 150
to 1. Benefit: You get more realistic film pictures than ever
before possible.

The high light sensitivity of the RCA VIDICON film camera
enables you to reduce projection lamp voltage, reduce heating,
increase lamp life substantially.

The RCA VIDICON operates entirely without edge-lighting,
electrical shading, and any other form of supplemental light-
ing. Benefit: You adjust "wall focus" and "beam" from day to
day . . . then this camera virtually runs by itself.

I VIDICON Camera MI-26021

I RCA-6326 VIDICON Tube MI-26671

t Control Chassis Ml- 2606 1

t Deflection Chassis Mi-2608 1

1 Remote Control Panel MI-26241

2 WP-33B Power Supplies MI-26085-B

I TM-6B Master Monitor M 1-26 1 36- A

I Master Monitor Kinescope MI-26655

I Master Monitor C-R Tube Ml- 26665

I Blower MI-26579-B

I Console Housing MI-26266-B

I Camera Cable & Connectors MI-26725-AIO

For the finest TV film reproduction you've ever seen, specify
an RCA VIDICON film-camera system. Ask your RCA Broad-
cast Sales Representative for technical details. In Canada,
write RCA- Victor Ltd., Montreal.

chain

4 picture sources
in multiplexed use

RCA PIONEERED AND DEVELOPED COMPATIBLE COIOR TELEVISION

I6MM
PROJ.

AUTO
SLIDE
PROJ.

OPTICAL MULTIPLEXER

VIDICON
CAMERA

I6MM
PROJ.

An RCA Multiplexer, Type TP- 1 1 allows a single
Vidicon Camera to accept up to four film picture
sources — two I 6mm or 35mm film projectors, a TP-3B,
35mm automatic slide projector, and a Telop II slide
and opaque projector. The multiplexer is pictured
above in a multi-input film system using two RCA
TP-6A professional film projectors.

North Carolinians
Listen to

Than to
Any Other
Station*

* SOURCE: NEILSEN COVERAGE SERVICE

680 KC 50,000 WATTS

NBC Affiliate for RALEIGH-DURHAM and Eastern North Carolina

R.H.MASON, General Manager
GUS YOUNGSTEADT, Sales Manager

National Representative

BROADCASTING
TELECASTING

April 4, 1955 Vol. 48, No. 14

NBC BEGINS MAJOR REVISION
IN RADIO SELLING, SCHEDULES

Network plans June 12 start for new round-the-clock weekend sched-
ule which will be sold under the 'magazine concept.' Run-of-sched-
ule commercials will be sold in lengths varying from one minute to
six seconds. Although no change in option time is imminent, affiliates
will be asked to clear all the time they can for 'Monitor/ the name
the network has given to the 40-hour program.

A NEW technique of selling network radio —
to advertisers and to the public — was unveiled
last week as NBC lifted the wraps off its radio
"Operation Redesign" to key affiliates.

Although details of the plan were not re-
vealed officially, they were said to have drawn
the approval of both the Radio Affiliates Execu-
tive Committee and the Affiliates Study Com-
mittee.

They dealt only with the "Weekend" plans
sketched in broad outline by Executive Vice
President Robert W. Sarnoff early last month
[B«T, March 7], and although the network de-
cided to withhold all the specifics until details
could be laid before affiliates personally in the
next few weeks, it was learned that highlights
included:

o A program, currently called Monitor, to
run from 8 a.m. Saturday to midnight Sunday
night, and to start — tentatively — at 6 p.m. Sun-
day, June 12.

• Monitor is to be a continuous program of
music, news, weather reports, interviews, de-
bates, audio tapes of tv shows, simulcasts,
drama vignettes, etc.

• Sales to be made on the "magazine con-
cept," in lengths of one minute, 30 seconds and
"billboards" of six seconds.

• Although not confirmed, prices were re-
ported by one source to be pegged at approxi-
mately $3,000 for 10 six-second "billboards,"
$1,000 for one 1-minute announcement and
about $700 for one 30-second announcement.

• Compensation to stations to be altered
somewhat but to follow generally the present
pattern on clock-hour basis. Unofficially, one
source estimated that a major market station
would receive about $2.50 for a minute an-
nouncement and 75 cents to $1 for a "bill-
board."

The plan is subject to clearance by affiliates
in each case, because of the departure from
current sales and compensation methods. But
both network and affiliate spokesmen, while
declining to divulge details, maintained that no
"rate cut" was involved and that compensation
would be comparable to that paid on today's
basis.

NBC President Sylvester L. (Pat) Weaver
Jr. headed the NBC group who presented the
plan to the affiliates' representatives last Thurs-

day, and also went on closed circuit to lay it out
before the rest of the NBC stations Friday.

His key aides in making the presentation in-
cluded Robert Sarnoff, executive vice president
of NBC, who has assumed command of the ra-
dio network in addition to his other duties, and
Charles R. Denny, vice president in charge of
NBC owned stations and NBC Spot Sales, who
is credited with a key role in developing the
weekend program under Mr. SarnofFs guidance.

While Mr. Denny is expected to have an in-
creasingly important responsibility in the over-
all administration of Monitor, James Fleming
of the network staff is to be designated as
executive producer. Mr. Fleming put on a
quarter-hour segment of what one hour of
Monitor might sound like on the closed circuit
preceding President Weaver's talk to affiliates
Friday.

Even before the closed-circuit presentation,

affiliates received the following telegram sent
Thursday by Robert D. Swezey, WDSU New
Orleans, chairman of the NBC Radio Affiliates
Executive Committee and of the Study Com-
mittee:

"Your executive and study committees today
went over NBC's new weekend program plan.
The committees believe the proposal represents
a forward-looking plan of affirmative action
and recommends favorable consideration by all
affiliates.

"Because of the magnitude of the proposal
and the need for its immediate implementation,
a general meeting of affiliates, referred to in
my memo of March 4, does not appear to be
desirable at this time.

"So that you may have full and accurate
information as promptly as possible, we have
asked NBC to explain the plan over closed
circuit tomorrow [Fri.] and follow up with a
thoroughly detailed report."

The "follow-up" mentioned by Mr. Swezey
was understood to mean that NBC plans to
send men ino the field to discuss Monitor per-
sonally with each affiliate within the next few
weeks.

The discussion with the affiliates committees,
reports said, did not touch upon NBC's plans
for "Operation Redesign" as it relates to any
part of the week except Saturday and Sunday.

But there appeared to be no doubt that plans
for the other days would be forthcoming sooner
or later. One affiliate present at the meeting
observed: "I'm not naive enough to think they
won't be coming back with something else if
this goes."

Separate negotiations with each affiliate,

PAT WEAVER CHARLES DENNY JAMES FLEMING

NBC RADIO'S radical weekend programming ;,>ian,
outlined to affiliates last Thursday by Mr. Weaver,
will be in the operational charge of Mr. Denny and
under the production supervision of Mr. Fleming.

Broadcasting • Telecasting

April 4, 1955 • Page 27

ADVERTISERS & AGENCIES

STARCH PLANS TO TEST TV COMMERCIALS
WITH WFBG-TV IN ALTOONA 'LABORATORY'

New service will get immediate reactions to television commercials
from viewer test group in area. Telephone interviews will be used.

NBC REVISION

ROBERT D. SWEZEY

His committee approves

authorities said, will be necessary to get the
plan afoot as it relates to station compensation.
This presumably would be part of the purpose
of the personal negotiations slated during the
next few weeks.

The plan as it now stands, authorities in-
dicated, encompasses no change — or requested
change — in option time. But NBC will ask
affiliates to clear all the time they can for
Monitor..

It also, according to reports, will work out
periods for local cut-ins and local announce-
ments at regular intervals, plus five minutes on
the half-hour for local news which the stations
may sell as they wish, on either national spot
or local basis.

The six-second "billboards" envisioned under
the plan would be offered to advertisers on the
basis that they must buy at least 10 — or none.
The "billboards" would not fall at station
breaks.

Rates not only for these but for other lengths
of commercials are to be set especially for the
Monitor schedule.

Advertisers currently using weekend time on
NBC Radio would not be seriously affected.
At present these number two on Saturday —
Allis-Chalmers with National Farm and Home
Hour on EST stations, and R. J. Reynolds To-
bacco Co. with Grand Ole Opry — plus partici-
pants in Great Gildersleeve and Fibber McGee
and Molly under the "Three Plan."

NBC's announcement of the new plan noted
that Executive Vice President Sarnoff in an
early March speech described the objectives
this way:

"What we have in mind is a continuing flow
of radio entertainment and information begin-
ning early Saturday morning and running
around the clock until late Sunday night. It
will be a service that for the first time wipes
away the artificial barrier between radio and
television, and brings the radio listeners ex-
posure to the great television stars. It will tell
the news when it happens anywhere in the
world, from Moscow to Minneapolis; it will
present live reports from backstage Broadway,
and famous figures from all fields of endeavor;
it will include comedy, drama and sports."

Mr. Swezey presided at Thursday's meeting.
Attending were the following committee mem-
bers:

Executive Committee: R. B. Hanna Jr., WGY
Schenectady; George W. Norton Jr., WAVE
Louisville; Harold Essex, WSJS Winston-Salem;
Paul W. Morency, WTIC Hartford, and Rich-
ard H. Mason, WPTF Raleigh, N. C.

Study Committee: Jack Harris, KPRC
Houston; Walter J. Damm, WTMJ Milwaukee;
Edwin K. Wheeler, WWJ Detroit, and William
Fay, WHAM Rochester, N. Y.

Page 28 • April 4, 1955

IN A MOVE to test viewer-reaction to televi-
sion commercials under conditions approaching
those in the average home, Daniel Starch &
Co., Mamaroneck, N. Y., has set up a copy-
testing "laboratory" in Altoona, Pa., in co-
operation with WFBG-TV Altoona.

Details of Starch's new copy-testing service,
under which commercials will be placed on the
air over WFBG-TV, are being announced to-
day (Monday) by Jack Boyle, director of tv
research for Starch. Mr. Boyle said he believes
that the new service, which ascertains reaction
to tv commercials from a group of telephone
subscribers in the Altoona area, represents "a
truer cross-section sample than is possible in a
panel group gathered in a single large market."
In addition he contends it is more economical.

As outlined by Mr. Boyle, the technique is as
follows:

Three commercials to be tested are sched-
uled within a half-hour segment of a local
program on WFBG-TV. Commercials may be
those of one client or three different clients.
Shortly before the program is to be presented,
Starch's interviewers in the Altoona area phone
at random, requesting respondents to listen to
the program and to agree to answer questions
by phone at the conclusion of the show. These
individuals are offered a choice of premiums
for their cooperation. The usual sample is 100
men and 100 women, or 200 women.

The interviewing procedure, according to
Mr. Boyle, is an adaptation of Starch's regular
network "immediate recall" studies. In this
connection, the respondent is asked if he saw
the commercial, and if not, why not. Those
who respond affirmatively are questioned (aided
recall-style): "What was brought out about the
beverage (toothpaste) (automobile)?" If a pro-
ductive answer is elicited, the interviewers ask
the respondents for further comment. All re-
sponses are reported verbatim, including "don't
know" and "don't remember."

The report, which is delivered to a client

DETAILS of a copy-testing "laboratory"
at WFBG-TV Altoona, Pa., designed to
produce a more accurate cross-section of
the population more economically than
presently possible are discussed by (I to r)
George P. Gable, president, WFBG-TV;
Frank Headley, head of H-R Representa-
tives; Jack Boyle, Daniel Starch & Co.

about 10 days later, covers such pertinent points
as the percent of those who saw the commer-
cial; the percent who recalled one or more
sales points; percent of those who did not see
the commercial; a percentage breakdown of j
the reasons for non- vie wing of the commercial; I 1
exact transcript of verbatim responses to ques- [
tions, divided as to men and women, and the
script of the audio and video of the commer- I
cials.

Mr. Boyle said field work on a single com- i
mercial can be started only when two others
have been ordered by other clients.

Various cost arrangements have been estab-
lished by Starch. For instance, $300 will cover
the cost of 200 interviews on a single com- j
mercial, including time on WFBG-TV; $750
for 200 interviews on a half-hour program
regularly on the station, including cost of local I
cut-ins, and $850 for 250 interviews on a half-
hour program carried on film or kinescope for I
test purposes, including cost of time. Starch is
able to arrange various types of tests, depend- I
ing on the clients' requirements.

Starch already has conducted tests for several I
advertisers and agencies in its Altoona "lab- !
oratory." For one client with a product of
women's interest, Starch interviewed 200 J
women, of whom 88.8% recalled the com- |
mercial, 65.9% responding with one or more 1
statements about the commercial. Those who
could not give details of the commercials of-
fered reasons including: "Left the room" ... I
"distracted" . . . "not tuned" . . . "don't re-
member". . . .

The reasons for selecting Altoona as a test I
market by Starch, Mr. Boyle said, were varied, j
but one paramount consideration was that the |
city ranked fourth in a recent independent i
analysis among 20 leading test markets on the |j
basis of 20 selected criteria. Another signif- j
icant factor, Mr. Boyle added, was "the pro-
gressive and cooperative attitude" of George P. |
Gable, president of WFBG-TV.

Mr. Boyle reported that Starch is working
out the blueprint of a plan under which a top
half-hour filmed program would be placed on
the station in prime time on a 52-week basis, j
and be supported by vigorous station promo-
tion. Under these circumstances, he said, the
program should build up a rating of 20 to 30 ■
and could be used for testing without enlisting
the audience. He said that agencies which have
heard of the plan have been "uniformly en-
thusiastic about the possibilities of reproducing
a completely normal viewing situation for |
copy testing purposes."

American Chicle, Whirlpool
To Buy Some Berle-Ray Shows

AMERICAN Chicle Co. and Whirlpool Corp. f

are expected to join Sunbeam Corp. in a three- |

way sponsorship of the Milton Berle-Martha ij

Raye show, Tuesdays, 8-9 p.m. on NBC-TV, f

effective next fall. j

American Chicle had been sponsoring the

Sid Caesar Show but moves to Berle-Raye. \.

Dancer-Fitzgerald-Sample, New York, is the j!

agency for American Chicle. Whirlpool Corp.'s jr

agency is Beaumont & Hohman, Chicago. Sun- ;

beam announced its sponsorship of one-third of )

the program through Perrin-Paus, New York, f

last week. [B«T, March 28]. j|

Broadcasting • Telecasting .

LATEST RATINGS

NIELSEN

Two Weeks Ending Feb. 26 (Radio)
Rank Program

Evening, Once-a-Week (Average for all Programs)

1. Amos V Andy (CBS)

2. Jack Benny Show (CBS)

3. You Bet Your Life (NBC)

4. Lux Radio Theatre (NBC)

5. Our Miss Brooks (Toni) (CBS)

6. Our Miss Brooks (Amer. Home) (CBS)

7. Dragnet (NBC)

8. People Are Funny (Mars) (CBS)

9. Bergen & McCarthy (CBS)
10. My Little Margie (CBS)

Evening, Multi-Weekly (Average for all Programs)

1. One Man's Family (NBC)

2. News of the World (NBC)

3. Amos V Andy (CBS)

Weekday (Average for all Programs)

1. Helen Trent (Participating) (CBS)

2. Our Gal, Sunday (Amer. Home) (CBS)

3. Helen Trent (Amer. Home) (CBS)

4. Our Gal, Sunday (Participating) (CBS)

5. Ma Perkins (CBS)

6. Guiding Light (CBS)

7. Young Dr. Malone (CBS)

8. This Is Nora Drake (B. Myers) (CBS)

9. Perry Mason (CBS)

10. Road of Life (CBS)

Day, Sunday (Average for all Programs)

1. Adventures of Rin Tin Tin (MBS)

2. Sunday Gatherin' (CBS)

3. Galen Drake (8:55) (CBS)

Day, Saturday (Average for all Programs)

1. Gunsmoke (CBS)

2. Robert Q. Lewis (H. Curtis) (CBS)

3. Robert Q. Lewis (Milner) (CBS)

VIDEODEX

Homes
(000)

(1,238)
3,669
3,027
2,706
2,706
2,660
2,614
2,522
2,476
2,339
2,247

(917)
1,880
1,789
1,605

(1,651)
2,752
2,706
2,660
2,660
2,614
2,568
2,568
2,522
2,522
2,522

(550)
1,467
1,146
1,101

(871)
2,110
1,651
1,513

Top. Ten Network

Programs

Name of Program # of Cities

% Tv Homes

Producer's Showcase

(NBC) "Peter Pan"

39.0

Dragnet (NBC)

129

38.9

Jackie Gleason (CBS)

104

38.3

Toast of the Town (CBS)

133

34.7

You Bet Your Life (NBC)

142

34.6

George Gobel (NBC)

103

34.3

Bob Hope (NBC)

120

33.4

Disneyland (ABC)

156

32.6

Robert Montgomery (NBC)

31.5

10.

Tv Playhouse (Sun.) (NBC)

117

30.9

Name of Program #

of Cities

# Tv Homes
(000's)

Dragnet (NBC)

129

13,010

Jackie Gleason (CBS)

104

12,039

You Bet Your Life (NBC)

142

11,451

Toast of the Town (CBS)

133

11,450

Producer's Showcase (NBC)

11,426

Disneyland (ABC)

156

11,209

George Gobel (NBC)

103

11,062

Bob Hope (NBC)

120

10,528

Tv Playhouse (NBC)

117

10,070

10.

Ford Theatre (NBC)

169

10,046

TED BATES & CO.
CHANGES TO CORP.

Realignment of officers an-
nounced. T. L. Bates takes two
new posts.

TED BATES & CO. converted from a partner-
ship to a corporation effective Friday (April 1),
T. L. Bates, honorary chairman of the newly
created board of directors and chairman of
the executive committee, announced last week.
The name of the agency will be Ted Bates &
Co. Inc. Thomas F. Harrington becomes chair-
man of the board; Rosser Reeves, vice chairman

i.
2.
3.

4.
5.
6.
7.
8.
9.
10.

Name of Program
Howdy Doody (NBC)
Coke Time (NBC)
Dinah Shore (NBC)
Arthur Godfrey (CBS)
News Caravan (NBC)
The Big Payoff (CBS)
Tonight (NBC)
Perry Como (CBS)
Strike It Rich (CBS)
Art Linkletter (CBS)

% of Tv Homes
21.1
16.9
16.6
14.8
14.6
14.2
14.1
13.9
13.5
13.4

Beltone Buys on 'Breakfast'

TWO 15-minute segments of Breakfast Club
on ABC Radio will be sponsored by Beltone
Hearing Aid Co., Chicago, April 18 and April
25. The firm will sponsor the 9-9:15 a.m. seg-
ment of the 9-10 a.m. show. The Breakfast
Club, starring Don McNeill, originates from
Chicago. Beltone business was placed through
Olian & Bronner, Chicago.

MR. REEVES

MR. K EARNS

of the board, and William H. Kearns, presi-
dent.

The agency was founded by Theodore L.
Bates in 1940 with two accounts. It has de-
veloped into one of the nation's leading agen-
cies, ranking 10th in radio and television bill-
ing during 1954 with an estimated $27.5 million.

Other officers of the company are D. Robert
Parman and Clifford N. Parsells, senior vice
presidents; Rudolph Montgelas, vice president
and treasurer; Thomas J. Carnese, vice presi-
dent and general manager; Alman J. Taranton,
vice president and secretary; Allen M. Whit-
lock, vice president and assistant secretary, and
William A. O. Gross, vice president and as-
sistant treasurer.

Other vice presidents include Howard Black,
Bogart Carlaw, Robert F. Degen, James C.
Douglass, Clinton S. Ferris, Archibald McG.
Foster, Richard J. Gay, Joan Geiger, Herbert
Gunter, E. L. Hill, Mann Holiner, Edward F.
Hudson, Benson Inge, A. C. Lowitz, John
Lyden, C. L. MacNelly, Walter McKee, W. L.
Musser, L. S. Sherrill, Edgar P. Small, and
T. Neal Wilder.

Named assistant vice presidents were Howard
O. Anderson, Courtlandt P. Dixon, William E.
Hatch, John H. Haight, and C. E. Midgeley.

Mr. Harrington joined the Bates Agency in
1944 as account supervisor and member of its
plans board. Rosser Reeves started with the
firm in 1940 as one of the original copy super-
visors in the agency. William H. Kearns joined
in 1942 as a vice president and has been chair-
man of the executive committee.

c c

Has

T f NO

Advance Schedule
Of Network Color Shows

CBS-TV

April 6 (10-11 p.m.): Best of Broad-
way, "Stage Door," Westing-
house Electric Co. through
McCann-Erickson.

April 14 (8:30-9:30 p.m.): Shower of
Stars, "Ethel Merman's Show-
stoppers," Chrysler Corp.
through McCann-Erickson.

April 17 (11-11:15 p.m.): Sunday News
Special, Norwich Pharmacal
Co. through Benton & Bowles.

NBC-TV

April 4

(7:30-9:00 p.m.): Producer's
Showcase, "Reunion in Vien-
na," Ford Motor Co. through
Kenyon & Eckhardt, and RCA
through Kenyon & Eckhardt
and Grey Adv. Agency.

April 6 (7-7:30 p.m.): Norby, Eastman
Kodak Co. through J. Walter
Thompson Co.

April 9 (9-10:30 p.m.) Max Liebman
Presents "Merry Widow," Olds-
mobile Div. of General Motors
through D. P. Brother & Co.

April 15 (11 a.m.-12 noon): Home, in-
sert on fashion, participating.

April 24 (7:30-9 p.m.): Max Liebman
Presents, Hazel Bishop Inc.
through Raymond Spector Co.,
and Sunbeam Corp. through
Perrin-Paus Co.

[Note: This schedule will be corrected to
press time of each issue of B»T.]

Broadcasting

Telecasting

New ABC-TV Show for L&M # s

LIGGETT & MYERS Tobacco Co., New York,
for its L & M filter cigarettes, will sponsor
Mr. Citizen, a new tv series dramatizing true
stories of private citizens who, with no thought
of personal gain or reward, act to help their
fellow men. The show will start April 20 on
ABC-TV, Wednesday, 8:30-9 p.m., and will
be produced by Edward A. Byron. Cunning-
ham & Walsh, New York, is the agency.

Lane Joins Lennen & Newell

THOMAS A. LANE, a vice president and di-
rector, McCann-Erickson, New York, resigns,
effective April 15, to
join Lennen & New-
ell Inc., that city, as
senior vice president
and management ac-
count supervisor.

Mr. Lane had been
with McCann-Erick-
son for the past six
years. Previously he
1 was sales promotion
I and advertising vice
1 president of the Rex-
I all Drug Co. and

during World War
MR. LANE . , c

II was in charge ot

the national promotion of war bonds.

April 4, 1955 • Page 29

ADVERTISERS & AGENCIES

THE FACTS AND FIGURES
OF NETWORK ADVERTISING

P*G, 1954'S RADIO-TV KINGPIN, QUICKENS PACE IN JANUARY

PROCTER & GAMBLE, which spent $36
million for radio-tv network time in 1954
[B«T, March 14], started 1955 at a time-
buying pace that could shatter its own pre-
vious year's record.

According to Publishers Information Bu-
reau compilations of radio-tv gross billings,
P & G spent $3,355,856 for radio-tv network
time last January. For network tv alone,

P & G paid $2,517,324 and for radio,
$838,532. The combined figure topped P
& G's total for December 1954 by $200,000
and its January 1953 radio-tv expenditure
by some $650,000.

Although P & G last January shaved
$87,295 from its monthly expenditure in
network radio compared to December 1954,
it fattened by $288,933 its network television

ad budget spending for that month.

Comparing the two Januaries, Chrysler
Corp. (spending $1 million) and Lever Bros,
(with $708,344) were new to the top 10
advertiser listing for tv, replacing P. Loril-
lard Co. and General Electric.

Added to radio's top 10 listing were Gen-
eral Motors Corp., General Mills and Na-
tional Dairy Products. Replaced were Gen-

ADVERTISING EXPENDITURES FOR NETWORK TIME, COMPARING
JANUARY OF 1955 AND 1954 BY PRODUCT CLASSIFICATION

GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS
FOR JANUARY 1955 & JANUARY 1954

LEADING TV NETWORK ADVERTISERS IN EACH PRODUCT
GROUP DURING JANUARY 1955

January 1955

January 1954

Apparel, Footwear & Access.

$ 265,276

$ 343,918

Automotive, Auto Access. & Equip.

3,505,780

2,270,074

Beer, Wine & Liquor

501,234

522,194

Building Materials, Equip. & Fixtures

57,634

67,523

Confectionery & Soft Drinks

875,566

725,186

Consumer Services

177,246

100,008

Drugs & Remedies

1,953,835

1,266,398

Food & Food Products

6,864,934

4,760,619

Gasoline, Lubricants & Other Fuels

416,141

499,380

Horticulture

4,746

Household Equipment & Supplies

2,888,403

2,175,314

Household Furnishings

245,290

427,701

Industrial Materials

518,938

453,695

Insurance

221,329

126,966

Jewelry, Optical Goods & Cameras

466,737

256,983

Office Equipment, Stationery &

Writing Materials

588,573

395,931

Publishing & Media

58,356

19,514

Radios, Tv Sets, Phonographs,

Musical Instruments & Access.

876,456

761,411

Retail Stores & Direct by Mail

42,345

Smoking Materials

3,387,749

3,426,300

Soaps, Cleansers & Polishes

3,453,302

2,412,734

Sporting Goods & Toys

13,392

16,480

Toiletries & Toilet Goods

5,817,012

3,543,830

Travel, Hotels & Resorts

51,885

157,781

Miscellaneous

318,460

284,163

TOTALS

$33,528,274

$25,056,448

Source: Publishers Information Bureau.

Page 30 • April 4, 1955

Apparel, Footwear & Access.
Automotive, Auto Equip. &

Access.
Beer, Wine & Liquor
Building Materials, Equip. &

Fixtures

Confectionery & Soft Drinks
Consumer Services

Drugs & Remedies

Food & Food Products
Gasoline, Lubricants & Other

Fuels
Horticulture

Household Equipment & Sup-
plies

Household Furnishings
Industrial Materials
Insurance

Jewelry, Optical Goods &

Cameras
Office Equipment, Stationery

& Writing Supplies
Publishing & Media
Radios, Tv Sets, Phonographs,

Musical Instruments &

Access.
Smoking Materials

Soaps, Cleansers & Polishes
Sporting Goods & Toys
Toiletries & Toilet Goods
Travel, Hotels & Resorts
Miscellaneous

Source: Publishers Information

Brown Shoe Co. $ 64,613

Chrysler Corp. 1,187,988

Pabst Brewing Co. 175,812

Johns-Manville Corp. 48,555

Coca-Cola Co. 273,520
Electric Cos. Adv.

Program 123,396
American Home Prod

Corp. 601,057

General Foods Corp. 1,039,428

Texas Co. 170,034

Noma Lites Inc. 4,746

General Electric Co. 515,528

Armstrong Cork Co. 142,320

U. S. Steel Corp. 122,050
Prudential Ins. Co. of Am. 96,444

Eastman Kodak Co. 145,050

Hallmark Cards Inc. 165,180

Curtis Publishing Co. 53,914

Admiral Corp. 190,350

R. J. Reynolds Tobacco

Co. 819,037

Procter & Gamble Co. 2,137,535

Parker Brothers Inc. 13,392

Gillette Co. 1,461,245

Pan Am. World Airways 51,885

Quaker Oats Co. 120,998
Bureau

Broadcasting

Telecasting

TOP TEN TV NETWORK

ADVERTISERS IN JAN. 1955

The accompanying tables are

Procter & Gamble

$2,517,324

taken from the report of Pub-

Gillette

1,461,245

lishers Information Bureau on

v- uiyuicr UIHIUIIVC

1 398 169

advertising expenditures for time

Chrysler

1,187,988

on the nationwide radio and

General Foods

1,039,428

television networks during the

General Motors

980,551

month of January 1955.

R. J. Reynolds Tob.

819,037

American Tobacco

816,966

General Mills

737,871

10.

Lever Brothers

708,344

TOP TEN RADIO NETWORK
ADVERTISERS IN JAN. 1955

1. Procter & Gamble $838,532

2. Gillette 504,433

3. General Motors 504,006

4. Lever Brothers 391,153

5. Miles Labs 384,026

6. General Mills 331,167

7. American Home Prods. 318,870

8. Colgate-Palmolive 302,471

9. National Dairy Prods. 275,460
10. Liggett & Myers Tob. 272,341

eral Foods, Sterling Drugs and P. Lorillard
Co.

In comparing the top 10 listings of Janu-
ary 1955 with December 1954, the re-
appearance of General Mills in the tv leaders
was significant.

Another interesting development noted in
the January 1955 listings of the leading
national advertisers, was a reshuffle in the

ranking of the top cigarette companies when
comparing that month with December 1954.
Although not necessarily a trend toward
lower radio-tv spending among the tobacco
firms, it was apparent that none of the top
tobacco companies had budgeted noticeable
increases at least for the first month of
1955.

P. Lorillard Co., for example, slipped out

of the radio listing and Liggett & Myers,
which was 10th in the December tv listing,
did not appear in January. R. J. Reynolds,
still placed among the top 10 in tv, but in
the one month slipped a notch with some
$300,000 less in tv network gross billing.
American Tobacco Co.'s monthly tv ex-
penditure was steady and L & M's figure in
network radio was down only slightly.

□

ADVERTISING EXPENDITURES FOR NETWORK TIME, COMPARING
JANUARY OF 1955 AND 1954 BY PRODUCT CLASSIFICATION

GROSS RADIO NETWORK TIME SALES BY PRODUCT GROUPS
FOR JANUARY 1955 & JANUARY 1954

LEADING RADIO NETWORK ADVERTISERS IN EACH PRODUCT
GROUP DURING JANUARY 1955

January, 1955

January, 1954

Agriculture & Farming $

48,740

$ 92,280

Apparel, Footwear & Access.

22,334

61,010

Automotive, Auto Equip. & Access.

822,438

771,578

Beer, Wine & Liquor

73,114

169,019

Building Material, Equip. & Fixtures

7,959

127,719

Confectionery & Soft Drinks

185,836

233,458

Consumer Services

85,257

165,810

Drugs & Remedies

1,374,556

1,780,167

Food & Food Products

2,192,890

2,758,364

Freight, Industrial & Agricultural

Development

123,775

Gasoline, Lubricants & Other Fuels

460,728

640,665

Household Equipment & Supplies

259,362

334,874

Household Furnishings

60,192

55,213

Industrial Materials

92,475

Insurance

309,433

183,650

Jewelry, Optical Goods & Cameras

193,084

130,721

Office Equipment, Stationery &

Writing Supplies

136,049

83,250

Publishing & Media

140,822

68,804

Radios, Tv Sets, Phonographs, Musical

Instruments & Access.

124,071

251,497

Retail Stores & Direct by Mail

Smoking Materials

957,268

1,181,980

Soaps, Cleansers & Polishes

1,067,086

1,282,283

Sporting Goods & Toys

Toiletries & Toilet Goods

1,198,905

1,904,669

Travel, Hotels & Resorts

31,500

63,228

Miscellaneous

909,782

788,491

TOTALS $10,785,181

$13,221,205

Source: Publishers Information Bureau.
Broadcasting • Telecasting

Agriculture & Farming

Apparel, Footwear & Access.

Automotive, Auto Equip. &
Access.

Beer, Wine & Liquor

Building Materials, Equip. &
Fixtures

Confectionery & Soft Drinks

Consumer Services

Drugs & Remedies

Food & Food Products

Freight, Industrial & Agricul-
tural Development

Gasoline, Lubricants & Other
Fuels

Household Equipment & Sup-
plies

Household Furnishings
Insurance

Jewelry, Optical Goods &

Cameras
Office Equipment, Stationery

& Writing Supplies
Publishing & Media
Radios, Tv Sets, Phonographs

& Musical Instruments &

Access.
Smoking Materials

Soaps, Cleansers & Polishes
Toiletries & Toilet Goods
Travel, Hotels & Resorts
Miscellaneous

Source: Publishers Information

Allis-Chalmers Mfg. Co. $ 42,219

Exquisite Form Brassiere 22,334

General Motors Corp. 441,366

Anheuser-Busch Inc. 73,114

W. P. Fuller & Co. 7,959

William Wrigley Jr. Co. 124,883

American Tel. & Tel. Co. 78,264

Miles Labs 384,026

General Mills Inc. 324,646
Aero Mayflower Transit Co. 1 1 1,691

Standard Oil Co. of Ind. 106,856

Philco Corp. 82,271

Olson Rugs Co. 60,192
Mutual Benefit Health &

Accident Assn. 84,776
Longines-Wittna.uer

Watch Co. 170,750
Minnesota Mining & Mfg.

Co. 68,904

Curtis Publishing Co. 50,689

Avco Mfg. Corp. 60,749

Liggett & Myers Tobacco

Co. 272,341

Procter & Gamble Co. 598,819

Gillette Co. 504,433

State of Florida 84,776

C.I.O. 107,546
Bureau

April 4, 1955 • Page 31

ADVERTISERS & AGENCIES

CBS SIGNS WOOLWORTH
FOR FIRST NETWORK RADIO

Dime store chain will sponsor
hour of music on Sunday after-
noons, may sell time to manu-
facturers.

IN ITS first use of network radio as an adver-
tising medium, the F. W. Woolworth Co. has
signed to present The Woolworth Hour, an
hour-long musical series starring the Percy
Faith orchestra and chorus, over CBS Radio
(Sun., 1-2 p.m. EDT), starting June 5 [Closed
Circuit, March 28].

Details of the new program were announced
last Tuesday at a news reception in New York
by Rae C. McLaren, vice president of F. W.
Woolworth Co., and Adrian Murphy, president
of CBS Radio.

It was pointed out by CBS officials that The
Woolworth Hour represents a departure from
recent trends in network radio in that it will
be a completely "live" one-hour show and is a
sale of a one-hour show to a single sponsor.

A spokesman for Woolworth told B«T that
although its contract is with CBS Radio, the
company will attempt to sell announcements
within the show to manufacturers displaying
wares in Woolworth stores. He expressed the
belief that a one-minute announcement would
cost a participating manufacturer about $1,000.

The program, with MacDonald Carey as
host-m.c, will present both popular and classi-
cal music. It will be produced and directed by
Howard G. Barnes and broadcast by 202 sta-
tions of the network.

Mr. McLaren noted that the program rep-
resented the company's plunge into network
radio, and said it was decided that the program
should be one with "widespread appeal as a
means of reaching the varied type of people
that patronize Woolworth's." He explained that
"music is, of course, a universal language, and
the artists who will appear on this program
speak it most eloquently."

Mr. Murphy expressed the view that the
program "will win a large and appreciative
audience and that this, in turn, will be reflected
in its sales results." He added that The Wool-
worth Hour will capitalize on the many mil-
lions of out-of-home listeners, at car radios,
portables at beaches and summer resorts and
many other areas of listening.

Texaco Buys 726 Newscasts
To Run April-Nov. on ABC

PURCHASE by the Texas Co. of 726 five-
minute week-end newscasts to run over a 33
consecutive week period was announced last
week by Charles T. Ayres, vice president in
charge of ABC Radio. The account was placed
by the Kudner Agency, New York.

The 33-week order was placed under ABC
Radio's "Week-end News Package" plan and
will consist of 22 Texaco News Reporter broad-
casts every weekend from April 16 through
Nov. 27 over the full network. The newscasts
will be handled by such newscasters as Milton
J. Cross, Charles Wood, Arthur Van Horn,
Bill Spargrove and Don Gardiner.

The Texas Co., an ABC Radio spokesman
said, plans to launch a special nationwide pro-
motion campaign to call attention to the Texaco
News Reporter broadcasts. The campaign will
include three-color stand-up cardboard signs,
measuring 30 by 40 inches, to be distributed to
Texaco stations; full-size posters for use in
window and lobby displays at ABC Radio sta-
tions, and on-the-air announcements, newspaper
ads, publicity stories and photographs.

Deere Likes Tv

TELEVISION has proved so satisfactory
in reaching rural audiences that Deere
& Co., makers of tractors and farm imple-
ments, has authorized the production of
a schedule of 27 one-minute tv films for
its dealers.

Release of the commercials was an-
nounced by Reid H. Ray Film Industries
Inc., which has produced Deere sales and
advertising films for the past 19 years.
The spots cover the full Deere line.

MATTHEWS, NIELSEN V. P.,
DEFENDS RADIO RATINGS

Chief of research firm's west
coast radio operation says ra-
dio is still a vibrant medium.

RADIO is still a vibrant medium, as proved
by the fact that it still moves merchandise,
Joseph R. Matthews, vice president in charge
of the west coast radio operation, A. C. Niel-
sen Co., said last week.

Mr. Matthews, who is based at Menlo Park,
Calif., was interviewed by BoT during a client
servicing trip to Hollywood. Recent radio
station discontent with NSI ratings [B*T,
March 14, et seq.] had nothing to do with the
Hollywood trip, he emphasized, adding, "this
is not a fire-fighting operation."

The NSI survey is as accurate as possible
under the circumstances, Mr. Matthews noted.
"If a higher degree of accuracy is desired, it
could be obtained, providing the bill could be
footed, by either of two methods: replacement
of some Audilogs by additional Audimeters
and/or an increase in sample size."

"However," he said, "any appreciable reduc-
tion of an already small probable error would
not justify the cost."

The present Los Angeles sample is an ac-
curate cross section, he declared without quali-
fication, pointing out that 281 homes measured
in Los Angeles NSI ratings is the largest sample
offered by any service in the area, if the fact
that the homes are measured more than once
is considered.

"I will admit a degree of error exists when
anyone starts sampling," the Nielsen represen-
tative observed, "but I will not admit the Los
Angeles sample or any information received
from Audimeter homes represents an error."

He further disclosed that during his current
Los Angeles trip, one radio and one tv station
had become NSI subscribers. Additionally, he
noted that of the top 10 national agencies, in
radio-tv billings, seven are NSI subscribers,
with two having become so recently.

Esty to Produce 'Comedy Hour'

COLGATE-PALMOLIVE Co., effective June
5, will switch the production chore of the Col-
gate Comedy Hour from its agency Ted Bates
& Co., New York, to William Esty & Co., New
York.

Ted Bates announced the switch in a state-
ment that said "in a re-alignment of network
television responsibilities, the NBC-8-9 p.m.
Sunday night period, for the past year handled
by Ted Bates & Co., has been assigned to
another Colgate agency.

"Ted Bates & Co., which has been handling
all of Colgate's nighttime television program-
ming, will continue to produce The Millionaire
on CBS-TV Wednesday nights."

ADVERTISER ANALYSIS
REFLECTS TV'S GAINS

Four-medium compilation pub-
lished by Leading National Ad-
vertisers shows expenditures
in 1954 as compared to the
preceding year.

ADVERTISERS, which last year again spent
more than $1 billion for time on radio and tv
networks and space in magazines and Sunday
newspaper supplements, increased their national
tv expenditure by some $92.5 million.

This information is revealed in the seventh
annual edition of National Advertising Invest-
ments, published by Leading National Adver-
tisers, and showing, by company and product,
advertising expenditures in 1954 for each me-
dium for all companies spending $25,000 or
more.

Network tv time charges were $320,154,274,
according to the edition which said, the $92.5
million gain in one year was an all-time national
record for the medium. Highest previous net-
work tv jump was $87 million recorded between
1951 and J950. Other highlights of the publi-
cation:

Four-medium total for the year was $1,134,-
493,175, up 7% over the 1953 total of $1,062,-
549,992. Only other medium to gain was maga-
zines, a slight $1 million compared to its $46.3
million increase registered between 1953 and
1952. Last year's magazine total: $604,121,055.
Sunday newspaper supplements, which had
registered a gain of $12.9 million between 1953
and 1952 was down about $800,000 for a 1954
total of $72,576,677. Radio networks dropped
$23 million, or 14%, for a 1954 total of $137,-
641,169.

All-Media Audience Study
Being Developed by ARF

AS PART of the Advertising Research Founda-
tion's All-Media Audience Study, subcommit-
tees already are at work to develop a design
for an audience study of magazines which can
be integrated with plans for audience studies of
other media, Fred B. Manchee, BBDO, chair-
man of ARF's board of directors, has reported.

Mr. Manchee said audience concepts are be-
ing examined in an attempt to arrive at a defi-
nition, or definitions, of audience which will
be more meaningful to the advertising industry
and which can be applied to all media. The
committee in charge of the project is headed
by Dr. Lyndon O. Brown, Dancer-Fitzgerald-
Sample.

At the same time, Dr. W. H. Wulfeck, Wil-
liam Esty Co., chairman of ARF's Motivation
Research Committee, disclosed that his group
has asked the ARF board to allot additional
funds for his committee to further a "Buying
Decisions Study" that it "inherited" from Na-
tional Analysts.

This study, he said, "will attempt to find
out how consumers actually make purchasing
decisions, who makes them, and how quickly;
this is not a measure of advertising effective-
ness, although advertising, of course, is one
of the elements which goes into the making
of buying decisions."

Noting that the committee has been enthusi-
astic about the new techniques developed in
the study, Dr. Wulfeck said the study encom-
passes a product profile "as it exists in the
minds of buyers;" the "dynamics of intra-

(A&A continues on page 52)

Page 32 • April 4, 1955

Broadcasting • Telecasting

Getting bigger
and BIGGER!

ACK in March, 1954, when the Iowa Radio-Television
Audience Survey was taken, 56.9% of all homes in
this State had television sets — one-fourth of which
had been purchased less than six months previously.

Today, we estimate that WHO-TV has coverage
of a minimum of 302,000 sets in Central Iowa —
owned by 566,300 city people, 545,100 rural people.

WHO-TV's Audience is getting bigger and bigger.
Free & Peters have latest facts.

WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
(WHO
WHO
'WHO
WHO
WHO
<WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
WHO
— WHO-TV

WiO-W

Channel 13 • Des Moines • nbc

Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Free & Peters, Inc.
National Representatives

TlNITY H A0^4t^ ! A

"OPERATION DIPLOMAT"

~ that could Tr 'W er
lyjjh^- tbe Srd World War ,

"HOUSE OF BLACKMAIL"

"~" Woman in Terror!

"FINAL APPOINTMENT"

r^yCji -a Maniac at Large
Caught in a Dragnet I

"THE BLUE PARROT"

c CRQ§^ " ,ts Underworld
gOUSi^ "^Mystery and Murder!

"DANGEROUS CARGO" "THIS WAS A WOMAN"

^.Q^AjEi — for a Million- ^ _ the Mental Horrors
Bucks they'd Murder/ of a Poisoned Mind!*

"CLUE FROM A CORPSE"

R ^gSi^- —Battered Bodies
\S0^ieaoe a Trail of Death!

, "PROFILE"

FUR^- — a ^ iant f or P 0U)er
"■""^ in the Publishing Racket.'

"MEN AGAINST THE SUN"

— ^ — Stalk Jungle Hunters!

"MURDER IS NEWS"

THRILLS! — Oaring Private-eye
lH-— soloes Jewel Stick-up!

"BURNT EVIDENCE"

EXPOSE' — Lifting the Lid on
— " " the Insurance Racket.'

"PRIVATE INFORMATION"

I^YSTER^- — Death Answers the
— "phone and Threatens Murder!

A %'L"THE GOLDEN UNK"

*%^g«gi3@^ ^URgEEi — with a Broken Chain of Evidence

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Page 34 • April 4, 1955

Broadcasting o Telecasting

TISSUES, TOWELS
AND TELEVISION

SCOTT PAPER CO. PUTS HALF ITS BUDGET INTO TV

ENTERING its ninth year in television, the
Scott Paper Co., world's largest manufac-
turer of commercial paper products, is cur-
rently spending an estimated $3 million —
half of its entire advertising budget — in the
visual medium.

The "television years" have been the pe-
riod of the company's greatest growth in
sales, until today its merchandising figures
stand at the highest level in the history of
the organization.

A veteran in television, Scott entered the
medium locally in 1947 with the Dione
Lucas cooking program on WNBT (TV)
(now WRCA-TV) New York. In 1951 the
company bought its first network show, My
Little Margie, a family situation-comedy
series on NBC-TV, and will continue that
sponsorship through this summer. As of
Aug. 31 it will put Father Knows Best into
the Wednesday, 8:30-9 p.m. time spot now
occupied by Margie.

A year later, in the fall of 1952, casting
about for a new program "consistent with
the stature of the firm and the quality of its
products," Scott enrolled as one of four
subscribers on Omnibus, the prestige pro-
duction of the Ford Foundation Television
& Radio Workshop, aired on 82 CBS
stations.

This "quality blending" of program and
product proved so successful as a promotion
maneuver that Scott renewed its identifica-
tion with the show in 1953 and 1954.

George M. Benson, executive associate of
Ford Foundation, told B»T that Scott Paper
Co. has introduced two new products on
Omnibus: Scotkins and Scotties, both of
which have been quite successful.

Acutely responsive to the special "demon-
stration" opportunities of television as a
selling medium, the Scott company has pur-
sued the technique to its fullest advantage.
For Scotties, a facial tissue, they have dra-
matically exposed the product on the air to
a jetting stream of tap water to show its
exceptional resistibility to pressure. With
Cut-Rite, a waxed-paper wrapping, they
used comparable devices to demonstrate the
adaptability, effectiveness and convenience
of the product. The same pattern of com-
mercial was used for ScotTowels to drama-
tize its versatility and promote new uses.

In addition to network television, the firm
has several radio and television spot sched-
ules in various parts of the country. These
schedules support special regional activities
such as new product introductions.

Alert to the complex uses of advertising,
Scott is currently conducting its own re-

Broadcasting • Telecasting

search in an effort to evaluate the relative
weight of the various promotional elements
contributing to their overall success. Tele-
vision, they have no doubt, is a significant
factor in that success.

"In fact, judging from the mail," John
Hirst, radio-television manager, told B»T, "it
appears that Omnibus has one of those loyal,
appreciative and responsive audiences which
deserves far more credit than quantitative
measurements permit."

The net sales of finished Scott paper prod-
ucts in 1953 were $149,262,335. Total net
sales, including pulp, amounted to $165,-
000,729. Net paper sales for 1952 were
$129,168,565 and total net sales including
pulp were $146,902,536. Net income for
the year was $11,695,383 compared with
1952's figure of $10,707,346.

The Scott Paper Co. was established al-
most three-quarters of a century ago by two
brothers, Clarence and E. Irwin Scott, who
owned a small paper jobbing establishment.
The brothers delivered the paper products
themselves in a small pushcart. Shortly after
the new company had been formed, the
brothers recognized one of the important
social trends of the time — the increased use
of toilet tissue to keep pace with the fast-
growing acceptance of sanitary plumbing.
They therefore decided to confine their ef-
forts in the manufacturing of toilet tissue.
It meant merely the conversion of "parent
rolls" purchased from paper manufacturers
into consumer size products for the many
customers who sold the rolls under their own
trade names.

Just before the turn of the century, Ar-
thur, the only son of E. Irwin Scott, entered
the business and brought with him three
fundamental business principles: (1) to
make just a few products of the highest
quality; (2) to make them as inexpensively
as possible, and (3) to tell the public about
them through advertising. These three con-
joined policies provided the keystone on
which has been built the largest business of
its kind in America today.

In keeping with the new philosophy, the
first objective was to discontinue some 2,000
private label brands in favor of a few of
the company's own. With the acquisition of
the brand name "Waldorf" these few Scott
products soon formed what came to be
known as "The Sanitary Line."

In a short time this group of favored
products was further augmented when the
first paper-towel was developed. The Scot-
Tissue towel, as it was ultimately named,
came into being largely by chance. The

A COMMERCIAL for Scotkins, designed
to demonstrate strength of the product.

ingenuity of a Philadelphia school teacher,
who had cut sheets of paper into convenient
squares to replace the common cloth towel,
presented a use for a carload of paper which
was so heavy and thick that it could not be
converted into toilet tissue. The superior
quality of ScotTissue towels soon com-
manded an increasing consumer preference.

The panic of 1907, despite the hardships
imposed on the growing business, served
only to intensify the faith of the young man-
agement in Arthur Scott's three simple busi-
ness fundamentals. Up to that time, manu-
facturing was still confined to "conversion"
activities, but the need for better quality
control and increased production prompted
the company to take its first step into the
future.

In an old soap mill, at the site of the
company's present main plant and executive
offices in Chester, Pa., two cylinder-type
machines were installed — antique in design
and operation as we regard paper machinery
today. These served, nevertheless, as the
backbone for today's 10 modern producing
giants in the Chester plant, including the
largest paper towel machine in the world.

Scott, with home plant and administrative
offices at Chester, Pa., also owns finishing
plants at Hoboken, N. J., and Sandusky,
Ohio, and a pulp mill supported by extensive
timber holdings at Everett, Wash., and two
paper machines in a mill at Milford, N. J.
Officers are Thomas B. McCabe, president,
and Raymond C. Muteer, executive vice
president.

The company's products include ScotTis-
sue, Waldorf, Soft-Weve toilet tissue, Scot-
ties and Cut-Rite, ScotTowels and Scotkins.

April 4, 1955 • Page 35

It's Spring, and NBC Radio is growing everywhere you look!

Growing new business, for example. During the past season, NBC
Radio signed up $16,116,000 in new business — a 165% new-billings
increase over the previous season. Fifty sponsors are making sure,
through new time buys, that their advertising bears a cash crop.

The reason? New programming ideas and sales patterns in NBC
network radio — like the Mary Margaret McBride and Dr. Norman
Vincent Peale morning strip shows, the widely acclaimed Biographies
in Sound, and the exciting new concepts to be unveiled shortly. All
of them represent a creative approach to radio as a modern medium,
filling a special and vital role in people's lives.

Yes, it's Spring at NBC, and things are stirring. It's a time
of growth, of vitality and movement.

Need a Spring tonic?

Exciting things are happening on

JJH Radio

a. service of (RC/j)

Companies making
new investments in
NBC Network Radio
during '54 -'55 season:

Allis-Chalmers
Manufacturing Company

Allstate Insurance Co.
American Dairy Association
American Motors Company
Armour & Company

Buick Motor Division,
General Motors Corporation

Brown & Williamson
Tobacco Corp.

Calgon, Inc.

Carter Products, Inc.

Coast Fisheries

Crosley Division,

AVCO Manufacturing Corp.

Crow ell -Collier
Publishing Company

Curtis Publishing Company

D'Con Company, Inc.

Dodge Division,
Chrysler Corp.

Doeskin Products Inc.

Frawley Manufacturing Co.

General Foods Corporation

General Motors Corporation

Gillette Safety Razor Co.

Harian Publishing Co.

Hudnut Sales Co., Inc.

Kiplinger Washington
Agency, Inc.

Lever Brothers

Lewis Howe Company

Liggett & Myers Tobacco Co.

Mars, Inc.

Merit Plan Insurance Company

Miles Laboratories, Inc.

Mytinger & Casselberry, Inc.

Nash-Kelvinator Corporation

Oldsmobile Division,
General Motors Corporation

Pharmaco, Inc.

Plymouth Motor Corp.,
Division of Chrysler Corp.

Q-Tips, Inc.

Radio Corporation of America

Reson Sales

Rexall Drug Co.

Rhodes Pharmacol Co., Inc.

The Murine Company, Inc.

The National Life & Accident
Insurance Co., Inc.

The Prudential Insurance
Company of America

The Quaker Oats Company

The Texas Company

The Toni Company,
Division of the Gillette Co.

The Travelers Insurance Co.

Vitamin Corporation of America

W. P. Fuller & Co.

Webster Products

White King Soap Co.

PHILIP STEVENS

KMOX

LEWIS MARTIN
war

JAMES TAYLOR

WGAR

THE

By Leo Kovner

MARK EVANS
WTOP-WRVA

MORGAN BAKER

WEEI

ALLEN GRAY
wcco

GALEN DRAKE

WCBS

JOHN TRENT
WCAU

PAUL GIBSON*

WBBM

PHIL NORMAN
KNX

'Picture never published.

GRANT WILLIAMS
KSL-KIRO

LEE ADAMS

KCBS

AN INSISTENCE on sound, believable ad-
vertising on its programs, plus an ad lib,
just-between-us delivery, has won for CBS
Radio's Housewives' Protective League a
unique spot in broadcasting annals.

Besides paying off handsomely — the prop-
erty grosses approximately $3 million a year
and its programs reach a national audience
estimated at about 1 5 million families weekly
— HPL has proved that in practice as well as
in theory "the program that sponsors the
product" (that's HPL's slogan) pays off in
favorable and sometimes almost fantastic
low-cost success stories for advertisers.

Now well into its 21st year on the air,
HPL has regional programs in 14 U. S.
markets and has ventured tentatively into
television on Washington's WTOP-TV. The
television program, however, is not actually
a part of the vast and prosperous HPL do-
main, which is firmly rooted to an aural
audience.

Today, Housewives' Protective League is
a program service of CBS Radio, the net-
work having purchased it from founder
Fletcher Wiley in 1947. Starting in 1934,
Mr. Wiley nursed the program along from
its infancy on the then independent KNX
Los Angeles through its expansion to four
markets. And the program idea he came up
with made him a wealthy man; he sold his
four-market package to CBS for a million
dollars and is now retired, owner of two
west coast ranches and other property.

Shortly after it was acquired by CBS,
Edward W. Wood Jr. was brought in as
HPL's sales manager. In 1950 Mr. Wood
assumed the position of general manager as
well, and during his tenure has witnessed
HPL's growth to a 14-station, major-market
operation.

It Started Small

It wasn't always a big operation, however.
When Mr. Wiley first approached KNX with
his idea, he had no previous radio experi-
ence to offer along with his services. He
had started as a California food broker —
which may account partially for the fact that
HPL programs run so strongly among food
advertisers — and also had attained consider-
able experience in a variety of other fields.
Nonetheless, despite his lack of radio back-
ground, he sold his idea to KNX and to try
it out was assigned six half-hours a week.

Broadcasting

Telecasting

HOUSEWIVES' PROTECTORS

EVERY WEEK THEY TELL IS MILLION FAMILIES WHAT TO BUY

All sustaining, of course, and with no salary.

Basically, all HPL programs today are the
offshoot of those first trials in Los Angeles.
First, the program is talk, tailored to the
tastes of the area in which it is heard.
Aimed at the housewife, the delivery is
casual, chatty and personalized. To insure
this effect, no written copy is used on the
program, merely a number of notes which
I act as a spur to the commentator, remind-
! ing him of the main topics he is to touch
upon and listing the participating advertisers
I scheduled for the day. The ban on written
copy is extended to the commercials, too,
with an additional prohibition on transcribed
announcements and singing commercials.

'Ad Lib' Commercials

This rule has always been in effect, With
the individual commentators building the
commercials ad lib. Consequently, each
commentator is obliged to know the products
he sells inside-out. While some accounts
have been lost because of the prepared copy
ban, the genuine familiarity of the broad-
caster with his products and his authorita-
tive, though off-hand, manner of recom-
mending it to listeners lends HPL advertis-
ing a special distinction, and is probably
responsible in large measure for its sales
records for its advertisers.

Another major ingredient of the House-
wives' Protective League success story is the
honesty of the program's advertising, backed
by rigid testing through HPL "testers' bu-
I reaus," which insures that all products rec-
ommended by HPL broadcasters are exactly
as represented. Members of these testers'
bureaus are volunteers, recruited from
among listeners in each program area. Lis-
teners submit regular application forms to
become bureau members, listing their hob-
bies, pets, family information and other
pertinent data. In a typical area, the bureau
I consists of 3,500 members and a particular
j testing panel is made up of about 100
, members. Each member of the testing panel
| is given a sample of the product at the
j manufacturer's expense. In return, the
I panel tests the product in their homes over
a period of time, fills out a mimeographed
I questionnaire and returns it to the local HPL
| director.

A sample of the questions asked includes:

How does this product compare with others
of its type? Is it worth the money? Does it
do what it says? Does it do more? Less?
If it does what it says, is it worthy of the
Housewives' Protective League?

At least 80% of the replies must be favor-
able before HPL will consider accepting a
product as a sponsor of the program. Even
with such approval, for certain products
and services the HPL staff institutes further
checks with such groups as Better Business
Bureaus to insure that advertising claims are
accurate and product performance honestly
represented.

In HPL's earlier days, the percentage of
rejections was fairly high. However, with
the growth of the program's reputation for
unswerving integrity, this percentage has
fallen off considerably. An occasional pitch-
deal operator approaches the program even
today, sometimes offering an under-the-table
inducement in an attempt to reach the lush
pastures of an HPL endorsement. He never
succeeds.

Not only are pitch deals never considered
for endorsement, but some products which
are widely accepted in other ethical broad-
casting circles do not receive HPL approval.
These include cigarettes, beers and wines,
and any product making medical claims.
There is no objection, personally or edi-
torially, to many of these products, but the
feeling in HPL management is that some
products can't be tested adequately and
others just don't belong on a program aimed
at the heart of the home.

A Dairy Did It

In the early days, too, the determination
to maintain the standards which are part
and parcel of today's HPL program service
almost brought the whole show a-cropper.
Fly-by-night outfits with a keen eye for a
fast buck were quick to seek out HPL spon-
sorship, but legitimate advertisers weren't
about to try out a new program idea. HPL
was in the untenable position of having lots
of takers who were undesirable but no one
who fitted either its high standards or its
program format. The KNX management
was about to scrap the whole business when
Golden State Co., a San Francisco dairy
with statewide distribution, came through

with a two-week participation. When Golden
State received 8,000 write-in replies in a pro-
motion for new sales leads, the firm ex-
tended its participation for an additional
19 months. And HPL was made.

Since then, the story of HPL has been
one of steady growth, both in gross billings
and its expansion into other markets. The
original success story of Golden State has
been augmented by others that would make
any advertiser's mouth water. And HPL's
list of participating advertisers today reads
like a Who's Who of regional and national
accounts and numbers some 140 sponsors
from A-l Sauce to Zippy Starch.

WGAR's the Newest

CBS Radio affiliate 50 kw WGAR Cleve-
land is the most recent to tie-in with HPL,
bringing the HPL lineup to 14. (All HPL
stations are CBS stations — some CBS owned,
some affiliates — and all but one are 50,000-
watters.) Each of the local programs oper-
ates in a semi-autonomous fashion, respon-
sible only to New York headquarters. Gen-
eral Manager Ed Wood keeps a firm hand
on the HPL activities in each market by
circuiting the stations at regular intervals,
having HPL director-broadcasters visit his
staff in New York, and by generally helm-
ing all important policy decisions as well as
covering the day-to-day desk chores at-
tendant to the job. And it's no small task
when the stations and their markets are
considered. They are: WEEI Boston, WBT
Charlotte, WBBM Chicago, WGAR Cleve-
land, KNX Los Angeles, WCCO Minne-
apolis-St. Paul, WCBS New York, WCAU
Philadelphia, WRVA Richmond, KMOX St.
Louis, KSL Salt Lake City, KCBS San Fran-
cisco, KIRO Seattle and WTOP Washington.

On each station, the Housewives' Pro-
tective League programs are headed by a
director-broadcaster who is literally what
the combination title suggests. He directs
HPL activities in his area and he is the com-
mentator on the air. Although the size of
the secretarial and merchandising staff varies
from market to market, each director has
such a staff available.

There is a remarkable similarity in the
delivery of each of the directors. Of course
it's not accidental; they are trained in the
HPL tradition and carefully screened before

Broadcasting • Telecasting

April 4, 1955 • Page 39

we feel like we swallowed th

5I.O

ABBOTT

' r

PRESTON
FOSTER

WATERFRONT

The top-rated of all shows, local and
network, in Houston-Galveston (nation's
16th biggest consumer market)... where
it's racking up sales for Sears Roebuck.
In Philadelphia: A smashing 32.2* rat-
ing and top-rated non-network Vi-hour
film show! 65 taut films.

•ARB, Jan. 1955 — Houston and Philadelphia

AND

COSTELLO

III Nl

In Cleveland (nation's 6th biggest con-
sumer market), a chunky 23.5 for
Chunky Chocolates, putting it right up
in the "top ten". They're a scream in
New York, too — with a 14.6** and 3rd
highest ranking among all non-network
Vi-hour film shows. 52 rollicking films.

* ARB, Dec. 1954 — Cleveland
** ARB, Feb. 1955 — New York

WIRE, PHONE OR WRITE YOUR
NEAREST MCA-TV OFFICE TODAY
FOR AUDITION PRINTS

III ill

And we've got a score more just like these — syndicated film hits
that are snaring No. 1 ratings wherever played. For fop ratings,

big-time stars, solid merchandising support, you can't beat
MCA-TV shows ... because they're beating everything in sight!

31.9

CHARLES
BICKFORD

THE BADGE

All new, all first run, but the same ter-
rific series that scored top ratings (like
that 31.9 in Boston) on its network run
last summer. "Realistic ... Bickford ex-
cellent" (Variety). 39 fast-paced dramas.

* ARB, June 1954 — Boston

THERE'S AN MCA-TV SHOW FOR EVERY PRODUCT,
EVERY MARKET, EVERY BUDGET . . .

BIFF BAKER U.S.A.
CITY DETECTIVE
CURTAIN CALL
FAMOUS PLAYHOUSE
FOLLOW THAT MAN
GUY LOMBARDO AND
ROYAL CANADIANS
HEART OF THE CITY
HOLLYWOOD OFF-BEAT
I'M THE LAW
MAYOR OF THE TOWN

PLAYHOUSE 15
PRIDE OF THE FAMILY
ROCKY JONES, SPACE RANGER
ROYAL PLAYHOUSE
AND COUNTERPOINT
HIS SOLDIERS OF FORTUNE
TELESPORTS DIGEST
THE LONE WOLF
TOUCHDOWN
WHERE WERE YOU?

THE MORAL OF HPL: INTEGRITY PAYS OFF IN BROADCASTING

they are signed to a contract. Once in the
organization, they're pretty certain of a
profitable and long-term association. WCBS
New York's Galen Drake, for example, was
the first director hired when HPL began to
expand. Today, he's director in the nation's
number one market with more friends in
the food business than you could crowd into
a giant supermarket (although HPL sells
such varied items as automobiles, books,
furnaces and furniture, the majority of its
accounts are foods and allied products sold
in food stores).

Still legendary in Southern California
broadcasting circles are the almost identical
voices and delivery styles of teacher Wiley
and pupil Drake, who had been a Long
Beach (Calif.) singer-announcer before join-
ing the HPL organization on the West Coast
in 1940. The story is told that, at times, Mr.
Drake would walk into a studio while Mr.
Wiley was on the air, and, on signal from
Mr. Wiley, pick up the broadcast in mid-
sentence and carry on without the audience
realizing there had been a change in broad-
casters. To a great extent, many of the HPL
directors today are "interchangeable."

In a listing of the HPL directors, you'll
find a personality in every market who is
well known as a local speaker and is no
mean shakes when it comes to the economics
of selling and merchandising, too. They
are: Morgan Baker (WEEI), Lewis Martin
(WBT), Paul Gibson (WBBM), James
Taylor (WGAR) , Phil Norman (KNX),
Allen Gray (WCCO), Galen Drake
(WCBS), John Trent (WCAU), Mark
Evans (WTOP and WRVA), Philip Stevens
(KMOX), Grant Williams (KSL and
KIRO) and Lee Adams (KCBS).

Biography

A short biography of an HPL director
might serve to point up the kind of back-
grounds from which they come. Take Phil
Doelker, bora in Columbus, Ohio. He was
the son of a slaughter-house and grocery
chain owner and at age nine learned to
butcher and dress meat. Later, full of teen-
age enthusiasm, he operated a mail order
retail business — in antiques. He graduated
from Ohio State U. with a degree in chem-
istry and genetics in 1934.

Two years in Western Reserve U. helped
him to decide that he didn't want to be the
surgeon he had once dreamed of being. He
left medical school and entered radio as
Phil Staley in 1937. His jobs were acting,
announcing, producing and programming
for a number of Ohio stations. He joined
CBS in 1944 as co-producer of the New
York Philharmonic Orchestra programs. A
year later he joined McCann-Erickson Inc.
in New York, where he stayed on as a
musical director and staff producer until
1950. Then he became a production direc-
tor for Radio Free Europe. This varied
background in many phases of broadcast
production and supervision proved to be just
right for the kind of man who fits an
HPL director's boots. He made application

Page 42 • April 4, 1955

for an opening, underwent the normal
course of indoctrination, rigid by any stand-
ards, became familiar with both the market
and the HPL style of presentation and went
to work as Philip Norman on KNX Radio.
Today he's an established personality in Los
Angeles and all of Southern California.

Naturally, with emphasis on obtaining
such talent, HPL has enlarged its program-
ming for greater exposure of its directors.
Also under the HPL structure in some
markets are Sunrise Salute and Starlite Salute
broadcasts. The format of these programs
has been enlarged somewhat to include a
variety theme for early morning and late
evening broadcast. With variations from
market to market, a combination House-
wives' Protective League-Sunrise (or Star-
lite) Salute package is offered to advertisers.
All but two (WRVA and KSL) of the HPL
stations have either one or the other of these
programs and one station (WCAU) has
both.

Of the other HPL stations, WEEI,
WBBM, KMOX, KIRO, and WTOP carry

HPL's ED WOOD

He runs a $3 million show.

Sunrise Salute, and WBT, KNX, WCCO,
WCBS, KCBS and WGAR carry Starlite
Salute.

Despite the fact that many of its accounts
are national, each HPL operation is essen-
tially a local one. While an advertiser may
buy all or a combination of HPLs, he re-
ceives no discounts for participation in more
than one market.

What does this cost the advertiser? Rate
structures vary from market to market.
KNX-i/PL charges $360 weekly for a firm
13 -week, six-participations-weekly schedule
on the HPL-Starlite Salute combination; for
a three-participations-weekly schedule, also
on firm 13-week contract, $234 weekly. For
Starlite Salute alone, the charge is $320 a
week for a firm 13 -week, six-participations-
a-week schedule; for three participations a
week, $180.

Merchandising plays an important part

in the function of Housewives' Protective
League. In most markets complete mer-
chandising facilities are available to HPL
advertisers with in-store appearances by
HPL directors. Often, the demand for a
product through HPL advertising has led to
new distribution in an area. In this light,
Mr. Wood has established a close working
relationship with food brokers through-
out the country and their association, the
National Food Brokers Assn. This relation-
ship has become so close that twice the
NFBA has come to Mr. Wood and asked
HPL to produce films showing the operation 1
of NFBA and the status of the food broker
in the nation's sales economy. HPL direc-
tors themselves invariably work closely in
their markets with leading food brokers.

One of HPL's strongest selling points is a
file of its success stories. They range from
small accounts just starting out to major
top-budgeted national advertisers. One from
the general manager of Rootes Motors Inc.
(Hillman-Minx cars), reads, "I cannot help
but recall times when our vehicles were
completely unknown, especially in the west-
ern states.

"I can only say thank you for the great
assistance you gave me to market an un- i
familiar car in these United States. More |
than once I have heard from our dealer
organization that cars have been sold to the i
public solely on the confidence that the )
public had in you. You have helped me to
develop the state of California to such an ||
extent that it is today the leading state in '
the Union for our vehicles."

An Award Winner

The results HPL achieved for B&M Oven
Baked Beans over WCAU won an award b
from Broadcast Advertising Bureau (now
Radio Advertising Bureau) in its "Radio i
Gets Results" contest. B&M Baked Beans ;'
had been distributed in Philadelphia for sev-
era! years; then sales began to fall off. So )
the firm bought six participations a week on
the HPL John Trent show — and sales in- j
creased 47% during the first 26 weeks. The
company, in a letter to WCAU, called the
gains "phenomenal." It was a valid test )
for radio, too, since WCAV-HPL was the
only advertising used in the area.

When Kiplinger's Changing Times maga-
zine used six HPL announcements in one
market, over 5,600 copy requests were
received, at a cost per-inquiry of 11 cents. |

The success of HPL demonstrates that I
radio can be as potent a selling force as
ever when it's done with objective thinking
and a clear eye on the consumer. HPL au-
diences remain almost fanatically loyal to
the programs and the simplest explanation [
is that its high standards and proven honesty
are the forces that woo its listeners. Above
all, HPL has proved that absolute integrity
can pay off, and pay off well, in the broad-
casting industry.

Broadcasting • Telecasting

of the radio families in Metropolitan Los Angeles listen to
KNX each week! 45% listen in a single day!

For the first time, the leading stations in Los Angeles have
an accurate measure of the number of different families
listening during a day. . . during a week. • The new CPA
(Cumulative Pulse Audience) report for Los Angeles and
Orange Counties shows KNX reaches the greatest
number of different families morning, afternoon and night,
total day and total week!

people than any other station!
people than any newspaper!
people than any magazine!

First in the West's First Market .... KNX RADIO

LOS ANGELES • 50,000 WATTS • COLUMBIA OWNED
Broadcasting • Telecasting April 4, 1955 • Page 43

HOW ONE TELEVISION STATION DOES IT — FROM ITS OWN FARM

A COUPLE of weeks ago, NBC-TV's Home
program celebrated the opening of spring
by taking its viewers for a short visit to a
350-acre Kentucky farm and a brief glimpse
of cows and pigs and lambs and chickens,
not to mention the succulent smoked ham
cooking in the farmhouse kitchen.

For many members of Home's audience
the March 21 Kentucky farm sequence was
a refreshing novelty, something new and
different from their normal viewing fare.
Not so, however, for those who were watch-
ing the Home telecast through the facilities
of NBC-TV affiliate WAVE-TV Louisville.
To them this particular farm was a familiar
spot, one which they had visited each Sat-
urday noon since mid-January, taken there
by the cameras of WAVE-TV.

On these Saturday noon-to-1 p.m. tele-
casts, titled simply Farm, WAVE-TV view-
ers have watched the testing of the soil, the
early plowing, the preparation of tobacco
beds, the sowing of grass and clover, the
starting of a vegetable garden. They have
seen the farmers start baby chicks, baby pigs,
baby lambs and baby calves on their way
to becoming big, healthy, profitably market-
able animals. They have viewed the other
farm activities that follow in regular pro-
gression during the late winter and early
spring weeks as the farmer prepares for the
summer season of growth for the fall har-
vest. And many of them have profited by
what they have seen, for they, too, are farm-
ers and on their Kentucky and southern
Indiana farms they work with much the

Page 44 • April 4, 1955

same soil and weather conditions, grow
much the same crops, raise much the same
livestock, operate much the same sort of
establishments as the one they see on
WAVE-TV.

It was to serve the more than 630,000
residents of the more than 150,000 farms
in its coverage area (about 84,000 with tv
sets as of the first of the year) that WAVE-
TV last summer decided to undertake a
regularly scheduled series of live tv pro-
grams direct from a farm. That decision
posed two immediate problems to the sta-
tion's management.

Just 13 Miles Away

First, they needed a place to originate
these programs, a working farm typical of
the region, large enough to carry on a wide
variety of farm activities and so located as
to permit relaying a consistently good signal
back to the station. This was solved by the
acquisition of a 350-acre farm on gently
rolling ground at a slightly higher altitude
than the WAVE-TV studios and just 13 air
miles away.

The farm is no show place, the station
management stresses, but an efficient, prac-
tical working farm — a farmer's farm. For
many years it has produced sheep, beef and
dairy cattle, hogs, poultry, alfalfa, corn,
wheat, barley, oats, bluegrass, orchard grass
and fescue. For the Farm telecasts, the
important crop of tobacco has been added.

Station spokesmen declined to state what
was paid for the property, pointing out that

its subdivision area location would place
the dollar value out of line with average
farm acreage prices in the general farm
area. A reasonable estimate, B»T was told,
would be something in excess of $100,000.
Approximately $50,000 more will be invest-
ed in new agricultural equipment, both per-
manent and mobile, during the 1955 pro-
gram schedule, the station said.

Next, WAVE-TV needed the services of
men capable of conducting the program
and operating the farm and doing both well.
After an exhaustive survey of top agricul-
tural experts throughout the land, WAVE-
TV selected Shirley Anderson as station
farm director and put him in charge of the
Farm programs. Louisville county agent
since 1927, Mr. Anderson last May received
a distinguished service award from the U. S.
Department of Agriculture — an award given
to only eight other county agents chosen
from well over 3,000 throughout the nation.

Assisting Mr. Anderson on the programs
is Paxton Marshall, who since 1948 has
managed the same farm now operated by
WAVE-TV and point of origin of the Farm
program series. His wife, Shirley Marshall,
has for some years conducted one of WAVE-
TV's most popular cooking and home eco-
nomics programs.

To telecast a normal Farm program,
WAVE-TV uses two cameras. One is trans-
ported to the barns in the farmyard center
by means of a specially constructed sled,
hauled by a tractor. The second camera,
equipped with a Zoomar lens, is moved

Broadcasting • Telecasting

WILS DOMINATES
LANSING RADIO

ACCORDING TO THE LATEST SURVEY (FEB. '55)
(HOOPER— FEB. 1955)

SHARE OF RADIO AUDIENCE

MONDAY THRU FRIDAY
7:00 A.M.-12:00 NOON

WILS

NETWORK

STATION B

NETWORK

STATION C

38.3

31.8

20.3

MONDAY THRU FRIDAY
12:00 NOON-6:00 P.M.

WILS

NETWORK

STATION B

NETWORK

STATION C

48.9

18.4

23.9

MONDAY THRU FRIDAY
6:00 P.M.-10:00 P.M.

WILS

NETWORK

STATION B

NETWORK

STATION C

38.1

28.8

25.9

WILS— 5000 WATTS DAY— 1000 WATTS NIGHT— 1320 KC

allan5ina d Wod

ion

Represented Nationally
By Venard-Rintoul-McConnell, Inc.

407 N. WASHINGTON AVE.
LANSING 30, MICHIGAN

Broadcasting • Telecasting

April 4. 1955 • Page 45

vow

'com

OUR SINCERE THANKS to the studio production staff of
"STORIES OF THE CENTURY" and to those stations and sponsors
whose great confidence and all-out support made this award possible.

MORTON W. SCOTT, President
studio city tv productions. inc.
(division of republic pictures')

( A .DIVISION OF REPUBLIC PICTURES)

The Academy of Television Arts and Sciences
BEST WESTERN OR ADVENTURE SERIES OF 1954

STORIES OF THE CENTURY

A STUDIO CITY TV PRODUCTIONS, INC. PRODUCTION (DIVISION OF REPUBLIC PICTURES)

The ACME of suspense, intrigue
and mystery !

FURTHER INFORMATION CONTACT HOLLYWOOD TELEVISION SERVICE, INC.

4020 Carpenter Avenue, North Hollywood, California ... or any of the following distributors

ALBANY 4, N. Y.

DALLAS 1, TEXAS

MILWAUKEE 3, WISCONSIN

PITTSBURGH 19, PA.

1046 Broodwoy

4 1 2 S. Mar wood Street

1 131 N. Eighth Street

1709 Blvd. of the Allies

Albany 5-2291

Rondolph 4127

Marquette 8-1876

Atlantic 4858

ATLANTA 1. GEORGIA

DENVER 2, COLORADO

MINNEAPOLIS 3, MINN.

PORTLAND 9, OREGON

162 Walton Street

2145 Broadway

1 104-06 Currio Avenuo

1816 N. W. Kearney St.

lOfflOl 66 1 1

Tabor 2263

Main 8071

Atwaler 9405

BOSTON 16, MASS.

DES MOINES 9. IOWA

NEW HAVEN 10, CONN.

ST. IOUIS 3, MO.

40 Piedmont Sir**!

1 205 High Street

132 Meadow Street

3320 Olive Street

Hancock 6 4288

Dei Moinei 4-2239

Locust 2-5163

Jefferson 6548

BUFFALO 2, N. Y.

DETROIT 1, MICHIGAN

NEW ORLEANS 12, LA.

SAIT LAKE CITY, UTAH

SOS Peorl Street

221 1 Cast Avenuo

1 50 S. liberty Street

214 East First South St.

Cleveland 24 21

Woodward 1-6415

Raymond 0765

Sail lake 3-5709

CHARLOTTE 1, N

INDIANAPOLIS 4, INDIANA

NEW YORK 19, N. Y.

SEATTLE 1, WASHINGTON

2 27 W*it 4th Street

444 N. IllinoU Street

630 Ninth Avenue

2420 Second Avenue

Edison 3 5138

Melrose 5-4419

Circle 6-0760

Elliott 8678

CHICAGO 5, ILLINOIS

KANSAS CITY 8. MO.

OKLAHOMA CITY 2, OKLA.

SAN FRANCISCO 2, CALIF.

)304 S. Wabaih Avenue

215 West 18th Street

718 West Grand Avenue

221 Golden Gate Avenue

Webiter 9 6090

Grand 2390

Regent 6-6651

Market 1-6880

CINCINNATI 14. OHIO

LOS ANGELES 7, CALIF.

OMAHA 9, NEBRASKA

TAMPA 1, FLORIDA

1632 Ctntrol Pork wo,

1926 S. Vermont Avenue

1514 Davenport Street

115 S. Franklin Street

Cherry 3021

Republic 4-1131

Atlantic 7474

Tampa 2-3390

CLEVELAND, OHIO

MEMPHIS 2 TENN.

PHILADELPHIA 7, PA.

WASHINGTON 1 D. C.

4S0 Film Building

397 S. Second Street

248 N. Clarion St,

203 Eye Street, N. W.

Protpecl 1 0034

Memphii (-7318

locust 7-471 W$y>;

Republic 01 55

about the farm in a small pick-up truck for
covering the day's activities. Farm director,
farm manager and the program's announcer
travel by jeep from point to point.

In the farmyard center, technicians have
constructed a central tv studio, with control
panels, heavy wire for the electric load, and
floodlights as well as sky light for better
lighting. This studio is 30 feet wide and
45 feet long and has large sliding doors on
both sides of the building, making it easy
for animals and large equipment to enter
and leave the studio. Hinged doors at either
end of the building permit the maximum
amount of natural light to enter. The studio
floor is partly concrete and partly crushed
rock, the concrete strip allowing the camera
to move evenly.

Personnel for the telecasts include the
farm director, farm manager, program pro-
ducer, director, two cameramen and the
usual complement of audio, switching and
supervisory engineers. In addition, there
are two farm attendants whose primary re-
sponsibility is to handle the various farm
animals, controlling them and bringing them
into proper camera range. These attendants
also drive the tractor and other vehicles used
for moving the cameras and men from one
point to another.

The station's mobile remote unit handles
switching and camera control at the farm.
One of the farm's silos is used as a micro-
wave-relay tower to send the signal back to
the WAVE-TV studios.

The programming is scheduled so as to
show each type of animal and crop at vari-
ous stages of development. For instance the
selection of varieties of hybrid seed corn

THE PICTURE this camera picks up is
beamed 13 miles to WAVE-TV's studios
via the microwave disc atop the silo.

and the preparation of the soil were shown
last Saturday; the April 23rd telecast will
demonstrate planting corn and fertilization.
In June the program will show the planting
of the late corn crop; in August, corn silage;
in October, corn harvesting.

In addition to providing the farmers with
agricultural information such as recommend-
ed, tested and practical farming procedures
and methods, the station management be-
lieves that an important benefit of Farm
will be in acquainting city people and the

great consuming public with the actual prob-
lems of the food producer. "We hope city
consumers will get an idea of how much
work a farmer has to go through to produce
a pound of wool or a quart of milk," one
WAVE-TV executive said.

Commercials for Federal Fertilizer (the
only product advertised on Farm as yet)
are integrated logically into the program.
Pasture fertilizing is stressed in the telecasts
from mid-February to mid-April. Fertiliza-
tion of row crops, such as corn, tobacco and
potatoes, will be highlighted during April
and May. Through June the commercials
will deal with fertilizing for the second cut-
ting of alfalfa. July telecasts will emphasize
fertilizing for seeding a new stand of alfalfa.
Fertilizing for small grain seeding will be
the sponsor's fall topic and in the final
months of the year pasture fertilizing will
again be stressed.

Different mechanical methods of fertilizer
application and distribution are shown and,
later on, the results — for instance, a good
stand of pasture — will also be shown, letting
the viewers see for themselves the effects of
following the recommended fertilizing pro-
cedures. As other sponsors are added, the
same integration of commercials will be fol-
lowed, so far as is practicable.

In pioneering this new field of farm tele-
casting, WAVE-TV felt it would be render-
ing a worthwhile public service to its com-
munity. The comments it has received —
from county agents and agricultural school
officials as well as from farmers, yes, and
some city folk, too — make the station believe
it was on the right track when it started
Farm on its weekly career.

A RADIO MONEYMAKER BUCKS TV

EVERY WEEK throughout the year, WPAT
Paterson, N. J., a radio outlet which includes
the metropolitan New York market in its
coverage area, receives hundreds of un-
solicited cards and letters which would
suggest to the most ardent prophets of doom
that nighttime radio can be a highly suc-
cessful proposition. The source of this high
degree of audience interest is a 7-11 p.m.
broadcast entitled Gaslight Revue, a show
which soft-pedals the spoken word and con-
centrates on music.

In the five years it has been on the air,
Gaslight Revue has registered the largest
audience gain of any time period in WPAT's
18-hour broadcast day, and, in an area
saturated with more than four million tele-
vision receivers, it boasts an almost com-
plete sell-out of commercial time seven
nights weekly, as compared to a nearly non-
existent commercial schedule in March
1950.

The WPAT answer to radio's role in
nighttime broadcasting originated with its
president and general manager, D. J. Wright,
who with a group of associates bought the
outlet in December 1954 from the North
Jersey Broadcasting Co., a subsidiary of the
Passaic Daily News. Mr. Wright, who joined
WPAT as general manager in 1950, with
more than 20 years of broadcasting experi-
ence behind him, is a man who feels that
an independent am station in a competitive
market can both live with television as com-

petition and skyrocket business volume at
the same time.

When WPAT was faced with the ques-
tion of what to do to gain audience against
a variety of radio programs on competing
stations plus the gigantic threat of nighttime
television, Mr. Wright decided to offer the
simplest programming technique possible:
"nothing more than beautiful, uninterrupted
music," he told B»T. When Gaslight Revue
went on the air, so intent was Mr. Wright
on keeping the format simple and relaxing
that "even the introductions of the musical
selections were eliminated," he said.

While the formula for the show is com-
paratively simple, Mr. Wright pointed out
that it requires careful guidance in the
selection of music, which is supervised by
David Gordon, one-time music librarian of
WOR New York, now music director of
WPAT. "And we are just as selective about
our commercials as we are about program
content," Mr. Wright said.

Only two sponsors — Brogan- Cadillac
Oldsmobile Co. and the Oldsmobile division
of General Motors — started on the air with
Gaslight Revue in March 1950. Currently
17 local, regional and national advertisers
have participating schedules on the pro-
gram. Revenue on the series has increased
1 16.7% since the show first went on the air.
There are three advertising plans open to
potential Gaslight Revue sponsors. A client

may purchase a half-hour segment in strips
of seven, or newscasts or one-minute spot
announcements across the board. Within the
framework of the half-hour strip, the spon-
sor receives two one-minute spot announce-
ments and one 20-second announcement at
$100 per half-hour. Rate card prices on
one-minute commercials and two-minute
newscasts are $30 and $70, respectively.
WPAT maintains a strict ruling on length
of copy. Maximum number of words is
150 for one-minute announcements and 50
words in a 20-second spot.

Judging from the mail pull of the show,
listeners have taken a bright shine to the
program. Early in 1953, Mr. Wright recalls,
WPAT asked its audience a question four
times each evening through one week. The
query was "Do you like Gaslight Revue? If
so, please write us." Nearly 10,000 letters
of nodding approval were received at the
station the following week.

Again last year, the station asked its
listeners for a period of a week if they
would be interested in receiving a program
guide listing titles of selections played on
Gaslight Revue each evening. They were
told that while plans for the program guide
had not yet been formulated, WPAT was
anxious to learn how many people would
like to have such a booklet. At the end of
the week, another 10,000 letters had poured
into the station.

Page 48 • April 4, 1955

Broadcasting • Telecasting

teis

A B«T PICTURE STOF

DAYTON STATIONS MOVE INTO
$2 MILLION RADIO-TV CENTER

NEW QUARTERS FOR WHIO

WITH completion of its major improvement
program, WHIO-AM-FM-TV Dayton, Ohio,
now is operating in a plant that represents
a $2 million investment since 1949. The
original building at 1414 Wilmington Ave.
included building, RCA equipment, tower,
transmitter and mobile gear, involving a
$600,000 investment. The 1954-55 program
involves building an addition worth more
than $500,000 plus $140,000 for new equip-
ment and furniture.

The new transmitter building and 1,104-
ft. tower on Germantown St. were built at
a cost of $641,000. Other expenditures
brought the total to $2 million.

All business and operating functions have
been transferred to the enlarged studio and
office building on the Wilmington Pike.
Austin Co., which designed and built the
original structure, worked out the trans-
formation to a complete broadcasting center.

Video control on a mezzanine permits use
of common video control equipment and
separates video control personnel from stu-
dio routine. The control room includes
console and film projection gear plus space
for color units. Conduit runs are accessible
and short.

THE CONFERENCE ROOM provides ample and comfortable
television set (which is not shown) for monitoring the station's

seating facilities, plus a
programs.

THE MASTER control room is located next to the director's booth on the mezzanine.
Both overlook the main television studio, which can be seen through the windows.

RADIO CONTROL. All three radio studios
are grouped around this control center.

GENERAL MANAGER Robert H. Moody greets visitors in this walnut-paneled office
which adjoins the conference room shown in top photo.

Page 50 • April 4, 1955

Broadcasting

Telecasting

Let the figures
tell the story!

} Population — 3,607,600
^ No. of Families -1,045,800
} Retail Sales- $4, 127,897,000
^ Drug Sales - $1 19,797,000

tistct afeeaet mote...
m t&e ceaten o£
tfo WNHC-TV

on/tit Off c^Cumcef

Food Sales - $1,146,520,000
Conn. Fam. Income — $6,786

(Per Family)

Only VHF in Connecticut
TV Families -934,448

SOURCES: 1955 Sales Management Pre-Final Estimates; CBS— Nielson Survey Updated with RETMA Set Sales— January 1, 1955; Mail map (black dots) based on
10,000 letter response, completed December 1954; Contour map accepted by FCC December 1954

REPRESENTED BY KATZ

316,'

WATTS

Broadcasting • Telecasting

April 4, 1955 • Page 51

ADVERTISERS & AGENCIES

(A&A continues from page 32)
family group activity" producing the purchase;
influence of various informational sources as
influencing purchasing decisions, and the cul-
mination of the purchasing decision into brand
selection — "the most important of all decisions
from the manufacturer and the agency's point
of view."

U. S. Steel, GE to Take Over
CBS-TV Spot Dropped by Pabst

U. S. STEEL Co. and General Electric Co.,
effective July 6, will alternate weekly drama
sponsorship on Wednesday, 10-11 p.m. EST,
on CBS-TV, the period vacated by Pabst Blue
Ribbon Bouts which moves to ABC-TV.

U. S. Steel shifts from its present period on
ABC-TV, Tuesdays, 9:30-10:30 p.m. EST,
which it has had since October 1953. Format
of the show will remain the same and will con-
tinue to be supervised by the Theatre Guild.
BBDO, New York, is the agency.

General Electric has bought 26 films from
20th Century-Fox Film Corp., to be presented
on the alternate weeks. Series has a dramatic
format. Young & Rubicam, New York, is the
agency for GE.

The new hour-long series will be telecast on
an all-live network of 115 CBS-TV stations.

Kodak to Replace 'Norby'

EASTMAN KODAK Co., through J. Walter
Thompson Co., New York, has decided to
abandon Norby (Wed., 7-7:30 p.m. EST, on
NBC-TV), effective April 6, and has bought a
film series from Screen Gems Inc., New York,
which will be sponsored Wednesday 8-8:30
p.m. on NBC-TV, starting April 13.

The new program, Kodak Request Perform-
ance will run a minimum of 21 weeks. It will
include outstanding plays from the current
Ford Theatre, produced by Screen Gems, and
from Top Plays of 1955, distributed by Screen
Gems.

Kodak firm, which entered television for the
first time last January with the all-color Norby
series, is now formulating plans for a new
major tv series to be presented on film next
fall over the same 84 stations that will carry
Kodak Request Performance.

W-H, Lambert Merge

MERGER of Warner-Hudnut Inc., cosmetic
firm, and Lambert Co., drug company, was ap-
proved at a special stockholders meeting last
week. The merger, effective last Wednesday, in-
volved the exchange of one share of Warner-
Hudnut common stock for each share of Lam-
bert common.

The firm's new corporate name is Warner-
Lambert Pharmaceutical Co. Combined sales
of both companies reportedly will exceed $100
million annually.

Pontiac to Switch to Drama

PONTIAC, sponsors of the Red Buttons Show
on NBC-TV, Fridays, 8-8:30 p.m., will drop
the program and sponsor a dramatic series
effective Sept. 6, Tuesdays, 9:30-10:30 p.m.,
alternating weekly with Armstrong Cork Co.
Latter advertiser currently sponsors Circle The-
atre, Tuesdays, 9:30-10 p.m. on NBC-TV but
will expand the program to one hour starting
in the fall.

Pontiac is represented by MacManus, John
& Adams, New York, and Armstrong's agency
is BBDO, New York.

The Friday night period, 8-8:30 p.m., has
been offered to Chrysler Corp., but nothing defi-
nite has been signed.

Page 52 • 'April 4, 1955

ME., TENN. ENACT
BAIT-SWITCH LAWS

MAINE and Tennessee are the second and
third states, respectively, to enact legislation
to curb bait and switch advertising, it was
announced last week by the Assn. of Better
Business Bureaus Inc., New York. The first
state, Massachusetts, has had its anti-baiting law
in effect since mid- 195 3.

Maine's law became effective March 14 and
Tennessee's March 22, it was reported. The
two laws provide penalties up to $500 and ad-
vertisers also may be enjoined from such adver-
tising. Basic purpose of the laws is to curb
those who advertise merchandise at very low
prices with the intent not to sell the merchan-
dise, but rather to switch the prospect to high
price items.

Six other states have similar bills pending.
These include Rhode Island, New York, Penn-
sylvania, Ohio, Kansas and California. Illinois
is expected to introduce a bill in the near future,
it was reported. The bills are based on a model
law recommended by the Council of State Gov-
ernments to state legislatures in its 1954 pack-
age of suggested legislation.

ABBB's Bait Advertising Committee has en-
dorsed the model law as a way to curb adver-
tising abuses, but "it also believes the simplest
answer to the problem is for media to flatly
reject such advertising which is a policy now
being followed by most media in such cities as
Omaha, St. Louis, Amarillo and Washington,
D. C. The BBBs generally consider 'bait' the
worst abuse in advertising today."

Meanwhile, ABBB reported that Detroit's
bait advertising law had "successfully passed
its first test," citing that television repairman
James Whitt was fined $100 on March 11 by
Traffic Referee John G. Carney. It was alleged
that Mr. Whitt, doing business as Do-All Tele-
vision Service, advertised house calls at $1.50,
but "padded this feature price by selling un-
necessary tubes."

Kudner Agency Consolidates
Print, Radio-Tv Timebuying

PRINT media and the radio-television time-
buying departments of Kudner Agency, New
York, are being consolidated under the general
supervision of Hugh Johnson, director of media,
effective this week,
J. H. S. Ellis, presi-
dent of the agency,
announced last week.

At the same time
it was revealed that
John P. Marsich be-
comes assistant di-
rector of media in
charge of timebuy-
ing, with John J.
Murphy Jr., Mar-
jorie C. Scanlan, and
Ann Gardiner con-
tinuing as timebuy-
ers, and Frank M.
Nolan becomes assistant director of media in
charge of print buying. Anne Wade, assistant
to Mr. Nolan, has been advanced to print
media buyer. E. G. Weymouth continues as
associate media director.

Mr. Marsich has been with the agency since
1949, first as assistant manager of the radio-tv
department and later head timebuyer.

Mr. Nolan started at Kudner in 1935. He
has worked on all accounts in the agency.

MR. MARSICH

SPOT NEW BUSINESS

Cinch Products Inc., L. A. (Cinch cake mixes),
through Hixson & Jorgensen Inc., there, starts
saturation tv-radio spot announcement cam-
paign, with Mon.-Sat. schedule, utilizing in Cali-
fornia over 3,900 spots on 21 radio stations and
340 spots on two tv stations; and in Colorado,
over 1,000 spots on five radio stations and 60
spots on one tv station, for 13 weeks. Radio-tv
spots created by Song Ads Co., Hollywood.

Servisoft of California (soft water service),
L. A., through William W. Harvey Co., there,
starts cooperative radio spot announcements
on undetermined number of western stations
and five participations weekly on KRCA (TV)
Hollywood Home, both effective today (Mon.).

Simoniz Co. Ltd., Toronto, Ont. (floor polish),
has started five times weekly announcement
campaign on a large number of Canadian radio
stations. Agency is Walsh Adv. Ltd., Toronto.

Cudahy Packing Co., Toronto, Ont. (Old Dutch
Cleanser), has started weekly half-hour panel
program Hide and Seek on nine Canadian
major market radio stations. Agency is J. J.
Gibbons Ltd., Toronto.

Yardley of Canada Ltd., Toronto, Ont. (cos-
metics), has started test tv campaign on CFPL-
TV London, with film spot announcements
twice weekly for 12 weeks. Long range sales
results will be tested on this campaign before
other stations are used in Canada. Agency is
McKim Adv. Ltd., Toronto.

Arnesto Paint Co., N. Y., will use radio spots to
open its 1955 campaign. Starting in April for
10 weeks company will use spots in New York,
New Jersey and New England areas. Agency
is Philips Rohr & Co., N. Y.

NETWORK NEW BUSINESS

Steinberg's Ltd., Montreal (chain grocery), has
started weekly half-hour French-language pro-
gram 14 Rue de Galais on four French-language
CBC-TV network stations for 52 weeks. Firm
is also using an English-language film show on
CBMT (TV) Montreal, and film spots on
English-language Quebec provincial tv stations.
Agency is Grant Adv. of Canada, Montreal.

Seaboard Finance Co., L. A., has started three-
weekly segments of Amos V Andy Music Hall
(Mon.-Fri., 6:30-6:55 p.m., PST) on 15 Co-
lumbia Pacific Radio Network stations for 13
weeks. Frank Bull & Co., L. A., is agency.

National Labor-Management Foundation {Part-
ners magazine) to sponsor Fulton Lewis jr. on
Mutual, Sundays, 9-9:15 p.m. EST, starting
April 3. This extended Mr. Lewis' program
to six-day-a-week basis. Program content to
be directed toward articles in magazine.

AGENCY APPOINTMENTS

State Advertising Commission, Tallahassee, Fla.,
appoints Carey Assoc., Sarasota, to handle tv
advertising for Florida during the coming busi-
ness year.

Clyde Beatty Circus appoints Mort Goodman
Adv., L. A., to handle radio spot advertising;
Hotel Riviera, Las Vegas, names Goodman to
handle all advertising jointly with Harris &
Whitebrook Adv., Miami Beach; United Cere-

Broadcasting

Telecasting

. . . especially people like
HERB SHELDON

people
make

salesmen

Wherever there's a TV set in the nation's
No. 1 market, Herb finds a warm welcome
waiting for him — just for being himself. That
means being natural, neighborly and funny,
as he entertains (and sells) the lady of the
house, every weekday morning from 8:55 to 10.
It's a program custom-made for housewives . . .
including a special cooking feature by
Josephine McCarthy. And homemakers clearly
find Herb captivating, because they keep busy
buying the products he demonstrates
and recommends.

His clients keep busy, too, writing nice
letters like this:

"/ cannot tell you how pleased we are ivith
the selling job that you have been doing jor
Whirlpool. The impact of your 'low pressure
selling is one reason why Whirlpool is
number one in the number one market."

David Oreck, V. P. in Charge of Sales, •
Bruno— New York, Inc.

Broadcasting • Telecasting

When you're considering media to help
you sell the New York market, remember
this oldest of advertising truths: People
Make The Best Salesmen ! And WRCA-TV
has some of the warmest, most persuasive
people in television. Like Jinx Falkenburg,
Norman Brokenshire, Ken Banghart,
Gene Rayburn . . . and like Herb Sheldon.

WRCA-TV. 4

//* New York, sell
more on 4

Represented by NBC SPOf SALES ,

NEW YORK • CHICAGO • DETROIT . CLEVELAND
WASHINGTON • SAN' FRANCISCO; •"tOS ANGELES
CfijfVR'LOTTE* •rATLAN.TJQ .-RAH' LAS*
*Bomor Lowrance Associates ' "j !c- i

April 4, 1955

. : j;

Page II

ADVERTISERS & AGENCIES

bral Palsy appoints Goodman to handle na-
tional and regional tv and radio promotion.

Fradelis Frozen Food Corp., L. A. (frozen
"heat and serve" dinners), appoints Mogge-
Privett Inc., that city. Local tv will be used
with similar campaigns being readied for other
markets.

Lee Pharmacal Co., Beverly Hills, appoints
J. P. Shelley & Assoc. Inc., L. A., to handle
advertising for its new, unnamed pharmaceu-
tical product.

Monarch Finer Foods Division, Consolidated
Grocers Corp. (western division), L. A., names
Stromberger, LaVene, McKenzie, same city.

Lee Ltd., Beverly Hills (Dri-Mist deodorant),
names Erwin, Wasey & Co., L. A.

Parsons Ammonia Co., N. Y., appoints Kiese-
wetter, Baker, Hagedorn & Smith, N. Y., to
handle its advertising, effective April 1. Radio
spots will continue to be used and television
will be tested.

Magnetic Recorder & Reproducer Corp., Phila.,
appoints Benham Adv., same city.

Miami High Life, distributor of Miller High
Life beer, names Charles Anthony Gross Adv.,
Miami.

Frigimeats Inc., Chicago (frozen meats), ap-
points Schwimmer & Scott Inc., that city.

Elgin National Watch Co. (Ordnance Div.) ap-
points Waldie & Briggs Inc., Chicago, to handle
advertising for electronic products under new
expanded program. Agency has handled Abra-
sives Div. account of same company since 1949.

Zotox Pharmacal Co., Stamford, Conn., names
Erwin, Wasey of Canada Ltd., Toronto, for
Canada.

AGENCY SHORTS

Young & Rubicam, N. Y., has been incorpo-
rated in Germany and has completed working
agreement there with associate agency, Heu-
mann Werbegesellschaft, Frankfort. Kenneth
Hartshorn, London office, is in charge of Ger-
man organization.

Harold Dreyfus, vice president, Noel, Lent &
Assoc., L. A., forms own agency, The Dreyfus
Co., with offices at 833 N. Kings Rd. Tele-
phone is Webster 1-1831. Initial accounts are
International Pacific Recording Corp., Tastee
Products of California, Tippa Products Corp.
(imported German Tippa typewriters) and Vi-
Cly Industries (paints).

Fred Gardner Co., N. Y., has moved to larger
offices at 50 E. 42d St.; telephone: Murray
Hill 7-4784.

Sullivan, Stauffer, Colwell & Bayles, N. Y.,

moves to larger offices, occupying three floors,
at 477 Madison Ave.

Sackel Co., 8 Newbury St., Boston, has been
opened to handle trade and consumer advertis-
ing, merchandising and publicity, with Sol
Sackel as president and Ralph Schiff, general
manager.

A&A PEOPLE

Arthur W. Lutz, former board chairman, Smart
& Final Iris Co., Los Angeles wholesale grocery
concern, to board of directors and executive
committee, Consolidated Foods Corp., Chicago.

Harold R. Fagerson, vice president in charge
of sales, Borden's Chicago Milk Div., named
sales director, Chicago-Central District.

A SERIES of "refresher" luncheons was
held in Chicago recently for agency and
advertising people by Free & Peters Inc.,
radio-tv station representative, in connec-
tion with the Kansas City market, where
F&P represents KMBC-TV. Participating
in a luncheon March 22 were (I to r): Wil-
liam Tynan, tv sales manager, Free &
Peters, Chicago; William Stanton, account
executive, Campbell-Mithun Inc., and
George Morgan, advertising manager,
The Wander Co. (Ovaltine).

L. J. (Larry) Hubbard elected vice president,
Doherty, Clifford, Steers & Shenfield, N. Y.
Mr. Hubbard joined the firm in 1953 as di-
rector of research.

John F. MacKay, creative director and head of
creative plans board, Anderson & Cairns, N. Y.,
elected vice president.

John F. W. McClure, assistant account group
supervisor, National Biscuit Co. account, Mc-
Cann-Erickson, N. Y., appointed vice president.

Walter Mead and Marjorie Greenbaum, copy
supervisors, Dancer-Fitzgerald-Sample, N. Y.,
named vice presidents.

John T. Morris, director of marketing, F.&M.
Schaefer Brewing Co., elected vice president.
Also elevated to vice presidents were Bruce
W. Hackstaff, director of plant and production,
and Eugene J. O'Connor, general manager of
Schaefer's Albany plant.

Norman R. Anderson, account executive, John
W. Shaw Adv. Inc., Chicago, elected vice presi-
dent.

C. G. Coburn, formerly senior public relations
account supervisor, J. Walter Thompson, N. Y.,
named director of public relations, Pan-Amer-
ican Coffee Bureau.

Richard J. Pearson, advertising and sales pro-
motion manager, Bireley's Div., General Foods,
to Erwin, Wasey & Co., Los Angeles, as senior
account executive.

Samuel S. Moody Jr., formerly with McCann-
Erickson, N. Y., to Robert W. Orr & Assoc.,
N. Y., as merchandising director. Estelle Men-
delsohn, formerly with Dancer-Fitzgerald-
Sample, N. Y., to copy staff, same agency.

S. J. Niefeld, in charge of special research proj-
ects, Henri, Hurst & McDonald Inc., Chicago,
appointed research director.

Maurice Umans promoted to creative director,
Paris & Peart, N. Y. Robert Shiels, formerly
with William Esty, named Paris & Peart copy
chief. Bee Hargrove, formerly with Young &
Rubicam, and Adele Thomas, formerly with
Kenyon & Eckhardt, join as associate copy
chiefs. Michael Matera, formerly with Hanly

Hicks Montgomery, Bob Reed, formerly with
Fletcher D. Richards, and Don Torrone, for-
merly with J. Walter Thompson, appointed
associate art directors.

Robert Kroll, formerly with BBDO, to War*
wick & Legler, N. Y., as tv copy supervisor.

Vivian McMurtrey Case, copy chief, Rhoades
& Davis, L. A., and previously head of own
Portland agency, to West-Marquis Inc., L. A.,
as copy chief.

John Fish returns to Walter McCreery Inc.,
Beverly Hills, as art director. He succeeds
James Buckmeyer, now associated with Clark
Ross Adv. Agency, St. Louis.

Jim Neiswander, formerly with WTVI (TV)
Belleville, 111. (St. Louis), to Olian Adv.
Agency, St. Louis, as account executive.

Mai Thompson, production supervisor, Trans-
film Inc., N. Y., to BBDO same city, as tv
producer.

Edward Watson, formerly of CHAT Medicine
Hat, Alta., to assistant radio-tv director, E. W.
Reynolds Adv. Ltd., Toronto.

Donald W. Brown, formerly continuity director,
KVTV (TV) Sioux City, Iowa, and KSOO
Sioux Falls, S. D., to Allen & Reynolds, Omaha,
Neb., as copywriter.

Beth Norman, former freelance radio-tv pro-
ducer, San Francisco area, to Richard N. Melt-
zer Adv. Inc., L. A., as copywriter.

James O'Neil Jr., Continental Baking Co., N. Y.,
to Ted Bates & Co., same city, as account
assistant.

Tom Quigley, commercial manager, CFCF
Montreal, to MacLaren Adv. Ltd., Toronto.

Al Weinthal, promotion manager, CFCF Mon-
treal, to radio-tv department, Harold F. Stan-
field Ltd., Montreal advertising agency.

Robert Hunter Higgons, formerly account ex-
ecutive, Hicks & Greist, N. Y., named to simi-
lar position, Biow-Beirn-Toigo Inc., same city.

Ben Morris, promotion specialist, Lever Bros.,
N. Y., to marketing and sales development div.,
Grey Adv., same city.

George W. Morris, Erwin, Wasey & Co., N. Y., ]
to BBDO, same city.

Jack Cummings, BBDO, N. Y., to media dept.,
Biow-Beirn-Toigo, same city.

Dan Regan, press dept., NBC New York, to
publicity staff, Calkins & Holden, same city.

C. Stuart Mitchell, account executive, Compton
Adv., N. Y., father of boy, C. Stuart III.

Alex Victor, account executive, Western Adv.
Agency, father of boy, Barry, March 11.

Edward Rizzo, tv copy supervisor, Compton i
Adv., N. Y., and Robert Van Buren, artist,
same agency, fathers of boys, March 20.

Paul Wickman, vice president for radio-tv,
Western Adv. Agency Inc., L. A., resigns to
become director of development, National So-
ciety for Crippled Children and Adults, Chi-
cago.

Robert M. Watson, newly-elected vice president,
Ruthrauff & Ryan, N. Y., will be guest speaker
April 21 at Inside Advertising Banquet of L
Assn. of Advertising Men & Women, Hotel
Biltmore, N. Y.

Page 54 • April 4, 1955

Broadcasting • Telecasting

The Flags Flew

This is Harry Martin, tv host with the
most. He plows a full schedule of farm
programs on Channel 6 in Indianapolis.
His Market Reports, sponsored by Ralston
Purina at noon daily, has the rapt attention
of the agricultural set hereabouts (here-
abouts includes 90,000 farm families in
our coverage area).

A few weeks ago Purina offered, via
Harry's show, a hundred mail box flags to
the first hundred viewers whose letters or
post cards had the earliest postmarks.

The single announcement brought 2,606
requests. The winners were all postmarked
within two hours of the announcement.
Martin's pulling power prompted Purina
to discontinue the offer, which had been
set for successive repeats.

WFBM-AM & TV

INDIANAPOLIS

National Reps: The Katz Agency

Affiliated with WEOA, Evansville;
WFDF, Flint; WOOD AM & TV, Grand Rapids

Harry Martin was born on a farm which
was bought from the government by one
of his ancestors in 1826, ten years after
Indiana became a state. It would take a
Wabash Indian to claim earlier roots in
Indiana. Pioneering's in his blood —
Harry began the first regular farm tv pro-
gram in Indiana, did the first live studio
demonstration commercials (both for
WFBM-TV) and keeps in touch with the
soil via his suburban acres where he raises
rutabagas and Indiana limestone.

Like all WFBM. personalities, he also
raises results, for sponsors.

ng • Telecasting

April 4, 1955 • Page 55

WYLIE OUTLINES 'FILM UNIVERSITY'

Author and 'Omnibus' story
editor reveals adult education
idea under consideration by
DuMont and Columbia U.
whereby college credits might
be earned by viewers. Sta-
tions would be permitted to
sell adjacent time spots to
sponsors of programs.

A WEDDING of university-level institutions
and tv film to spawn adult education on a
mass basis via commercial stations is being
proposed. As of last week, however, the merger
had not occurred.

Prime mover of a "film university" is Max
Wylie, author of Clear Channels and currently
story editor of the Omnibus project of the Ford
Foundation's Tv-Radio Workshop. Mr. Wylie,
in an address before the National Television
Film Council Thursday, reported on what he
said were negotiations between DuMont and
Columbia U.'s school of general studies. In
sight, he indicated, was the use of DuMont's
newly-developed combined live-film camera
("electronicam").

Mr. Wylie said educational institutions could
program lecture courses toward degree credit
on quality film for showing on commercial sta-
tions which would be permitted to sell adja-
cencies to sponsors. He likened the service to a
film library. Viewers who wished to "take ex-
aminations toward degree credit would pay en-
rollment fees.

Questioned on Mr. Wylie's assertions, both
Columbia U. and DuMont spokesmen said they
were premature. A meeting of Ted Bergmann,
managing director of the DuMont Television
Network; Dean Louis Hacker, Columbia U.
school of general studies; Leon Levine, of
Columbia's radio-tv department, and Mr. Wylie,
had been held, they admitted, but no commit-
ments were made.

It also was understood that DuMont con-
siders this possible use of its live-film camera
as only minor when compared to the more
extensive plans it is about to take out of wraps.
The latter have been hinted to extend from
possibilities of "film library service" to film

distribution via the network and to "servicing"
of film companies.

Actually, the DuMont-Columbia talk, in-
spired and brought about by Mr. Wylie, ex-
plored the possibility of programming courses,
probably on a live basis, on DuMont's owned
and operated WABD (TV) New York. When
mention was made of possible repeats — live or
on film — for evening hours within a 48-hour
period, Mr. Bergmann reportedly brought up
the new DuMont-developed camera.

Columbia U. spokesmen point out that the
school now has no plans for so extending its
accredited adult extension courses, but should
it wish to "experiment" it would be necessary
first to obtain university council approval and
then to find a way to defray production costs.
There was an allusion to the possibility of a
grant for this purpose.

It also was reported that the Columbia-
DuMont talk was in terms of programming at
the end of this or at the beginning of next year.

Pickford Files New Suit
Against Goldwyn for $50 # 000

ADDITIONAL suit for $50,000 has been filed
by Mary Pickford against Samuel Goldwyn
in the hassle over Goldwyn Studios. A new
complaint, filed March 25 in Long Beach
Superior Court, charges that in 1949 the court
ordered the producer to remove everything
from the property that belonged to him, in-
dividually, and to Goldwyn Productions Inc.
She charges that, when he failed to do this
within the allotted 30 days, the personal prop-
erty, including sets, props and supplies, fell
under her ownership. Damages are asked for
Goldwyn's continued use of these assets without
accounting to her.

Later last week Miss Pickford was denied
an accounting of the rentals, which she had
charged Mr. Goldwyn has failed to make to
her since 1949. Superior Judge Paul Nourse
ruled that the former actress had not been
ousted from the studio by Mr. Goldwyn, as
she alleged [B«T, March 28], and was therefore
not entitled to an accounting.

Miss Pickford's new suit will be heard after
the producer's $503,535 suit against her for a
share of studio operation and maintenance has
been settled.

A "MAYOR" helped a governor celebrate
his birthday recently while visiting Spring-
field, III. The occasion was actor Thomas
Mitchell's visit to promote his Mayor of
the Town on WICS (TV) there. L to r:
Thomas Staley, president of Staley Milling
Co., Kansas City, which sponsors the film
on WICS; Mr. Mitchell, and Gov. William
Stratton. Mr. Mitchell, who also met with
Staley dealers, was accompanied on the
visit by Jack Dow, account executive,
Bozell & Jacobs; Robert Riley, MCA-TV,
and E. B. Corley, Staley div. sales mgr.

'Fairbanks' Sales Drive Starts

SALES drive for Douglas Fairbanks Presents,
tv series available for first run in over 250
markets, will get underway today (Monday),
George T. Shupert, president of ABC Film
Syndication Inc., announced last week. The
78 half-hour episodes in the series were pro-
duced by Mr. Fairbanks for the Liebmann
Breweries for telecast in approximately 12
markets where its Rheingold beer is sold. The
dramas star Mr. Fairbanks in one out of every
four episodes.

Merchandising material for the series includes
a shopping guide which gives advertisers an
opportunity to promote products in conjunction
with the show. With the addition of the series,
ABC Film Syndication now has five properties
in syndication. The others are: Racket Squad;
The Playhouse; Kieran's Kaleidoscope, and
Passport to Danger.

FILM SALES

Standard Television, Beverly Hills, according
to President Bob Berger, has closed deals for
its 19-feature film package with the following
stations: KGNC-TV Amarillo, KFJZ-TV Ft.
Worth, WGBI-TV Scranton, WSPD-TV Toledo,
WEWS (TV) Cleveland, WOW-TV Omaha,
KMBC-TV Kansas City and XETV (TV)
Tijuana.

Reid H. Ray Film Industries Inc., St. Paul, an-
nounces Walt's Workshop, filmed "how-to-do-
it" series, has now been placed in its 34th
market with sale to KGNC-TV Amarillo, Tex.,
for 52 weeks. Order was placed through Rosen-
wald-Krupp & Assoc.

FILM DISTRIBUTION

Sterling Television Co., N. Y., announced last
week it has acquired tv distribution rights to
all filmed properties of the TeeVee Co., Beverly
Hills. Sterling is preparing promotion kits for
its new programming. Properties of TeeVee
include Tales of Tomorrow, This Is Charles
Laughton, Invitation Playhouse, Little Theatre,
Camera's Eye and Gigi and Jock.

FILM PRODUCTION

Reah Productions has begun production on
/ Spy, new Guild Films Co. tv series, at Par-
sonnet Studios, Astoria, L. I., N. Y., under
Guild Films supervision. The series, starring
Raymond Massey, will cover 26 episodes trac-
ing the adventures of famous spies and how
they changed the course of history.

Charles Michelson Inc., N. Y., has completed
26 half-hour programs of The New Adventures
of Michael Shayne, featuring Jeff Chandler and
based on character created by Brett Halliday,
and will place show on syndication market
April 1.

FILM PEOPLE

Edward L. Koenig, Jr., formerly vice president,
Vitapix Corp., named assistant to Hal Roach,
Jr., as coordinator for national and syndication
sales, Hal Roach Enterprises, Culver City,
Calif.

Robert Bernstein, formerly with the publicity
dept., DuMont Television Network, to public
relations staff, Guild Films Co., N. Y., re-
porting to Lou Shainmark, vice president.

Robert G. Reagan, public information office,
U. S. Army, Fort Ord, Calif., to MCA-TV
Ltd., film syndication div., as publicity manager
for western div., with headquarters in Beverly
Hills, Calif.

Judith Anderson, stage and motion picture star,
signed last week with B-F Production Co.,
N. Y., for new one-woman tv dramatic series
based on Bible. Mark Van Doren, poet, novel-
ist and critic, will edit scripts. Settings for
series will be supervised by Donal Oenslager.
scenic designer. Music will be composed and
conducted by Jerome Moross.

Peter Harhay, formerly wtih Texas Industrial
Film Co., named film director, John Norman
Productions, Houston, Tex.

Joe Hoffman, contract writer, Universal-Inter-
national, and David Stephenson, assistant pro-
ducer, ABC-TV Cavalcade of America, to
Screen Gems Inc., Hollywood, as producers on
NBC-TV Ford Theatre and upcoming Celebrity
Theatre, respectively. Tony Leader signed by
SG to direct 20 more half-hour films for the
firm.

Page 56 • April 4, 1955

Broadcasting • Telecasting

TELEQUIPMENT NEWS

Published by the General Electric Company, Electronics Park, Syracuse, N. Y.

WSJS CONVERTS TO COLOR-ALL G-E EQUIPPED

Station Leadership Advanced By Ease and Low Cost
of Converting G-E Studio and Transmitter Units

Little more than a year after going on the air, WSJS Television
of Winston-Salem, N. C, has not only attracted a major share of
the television audience in Piedmont N. C. as measured by inde-
pendent surveys, but also has scored a "first in color."

Harold Essex, Vice-Presi-
dent and General Manager of
the station, says : "a large part
of this leadership is due to the
fact that viewers are pleased
with the high-quality pictures
WSJS transmits."

Ease and low cost of convert-
ing to color with G-E wins the
praise of Phil Hedrick, opera-
tions manager for WSJS Tele-
vision. He points out that very
little modification was re-
quired in either studio or
transmitter equipment for
network color transmission...
and that nine months after
going on the air, WSJS Tele-
vision became the first station
in the Southeast to telecast a
color program. The date — June
25, 1954 ; the program— NBC's
first color film.

WSJS Television now origi-

nates a color pattern and plans
to add other items to its pres-
ent system for gradually en-
tering the full range of color
telecasting.

WSJS Television obtained
the first 8-bay transmitting
antenna built by G.E., plus the
following major items in its all-
G-E set-up : a transmitter, 2000
MC studio transmitter line,
studio cameras, film cameras,
slide projectors, switching, and
other miscellaneous items.

Since its first telecast on
September 30, 1953, WSJS
Television has operated at
40,000 watts visual and 21.9
kilowatts aural effective radi-
ated power.

Reports of good reception
have come in from as far as
100 miles away, including let-
ters from Charlotte and Golds-

Harold Essex (right) and Phil Hedrick (left), station executives read the interesting
G-E booklet "Steps To Color" explaining easy, economical conversion to color TV.

boro, N. C, and Roanoke,
Virginia. Within the main
coverage area are 24 counties
with a total population of
1,303,700 and an estimated
245,000 TV sets.

In the center of this cover-
age lies North Carolina's
"Golden Triangle" of Winston-
Salem, Greensboro and High
Point, with a total population
of 367,000 — larger than metro-
politan Oklahoma City.

Looking back to that sum-
mer of 1953 when WSJS Tele-
vision was getting primed to
go on the air, Operations Man-
ager Hedrick has nothing but
praise for the cooperation re-
ceived from G-E Field Service
and Field Engineers.

"Those G-E men couldn't
have turned in a more hard-
working or faithful job if they

had been on our own staff,"
Hedrick says. "We received
FCC authorization on July 8.
The first equipment came
through on August 8 ; from
then on the pressure was ter-
rific to meet our deadline of
September 30. We were mighty
happy to have these G-E engi-
neers sticking right with us on
our night-and-day grind."

Commenting on the experi-
ence of this initial year, Gen-
eral Manager Essex says, "We
knew we could rely on the G-E
trademark as a symbol of
superb quality and steady per-
formance — tops in the indus-
try. And that G-E equipment
really came through for us in
this past year with a minimum
of difficulties. We're counting
on General Electric in all our
plans for the future, too."

Bill Paschal, Bruce Fleming, Nick Reisenwcavcr in a portion of video control room.

Two General Electric cameras to catch
the loveliness of singer Jean Houston.

ELECTRIC

Broadcasting • Telecasting

April 4, 1955 • Page 57

91.7% of the rural families
in our 41 counties
listen MOST to

WHAY I

THE CITY FAVORITE, TOO!

November, 1 954, Hoopers for Fargo*
Moorhead show that WDAY gets
more than three times as many day-
time listeners as the next station!

jVERY survey that's ever been made around
these parts has shown the tremendous prefer-
ence for WDAY. The latest, conducted by the
Northwest Audit Company of Fargo, gives
WDAY a lead of 32 to 1 over the next-best sta-
tion and 11 to 1 over all other stations combined!

A double postcard was mailed to 3,200 rural
families living within 150 miles of Fargo, in all

directions. Each was asked, "To what one radio
station does your family listen the most?"

Of the 1,681 replies, 1,541 said WDAY!

The survey covered 41 counties in North
Dakota, Minnesota and South Dakota, and gives
you a good idea of the reception WDAY gets in
this area. Get the facts from Free & Peters.

WDAY

FARGO, N. D.

NBC • 5000 WATTS • 970 KILOCYCLES

FREE & PETERS, INC., Exclusive National Representatives

TRADE ASSNS.

CONFERENCE TO FEATURE COST CUTS

NARTB engineering exhibit
emphasis will be on cutting
costs and improving facilities.
Walker, Beville are in charge
of arrangements.

I NARTB's Ninth Annual Engineering Confer-
ence, meeting Wednesday-Thursday (May 25-
26) during convention week in Washington,
will show radio and tv stations how to cut

I operating costs and improve facilities, accord-
ing to A. Prose Walker, NARTB Engineering
Dept. manager. Chairman of the conference
program committee is Ross Beville, WWDC

j Washington.

Conference discussion will be "geared to
reality," Mr. Walker said, with engineering de-
velopments matched against FCC actions and
policies as well as with station operation.

Multiplexing of fm, ways of increasing fm
station income and problems of FCC bandwidth
proposals will be considered. Remote con-
trol of high-power broadcast transmitters and
directional antenna systems will be taken up in
detail as well as modernizing of equipment to
save space and money.

Television topics include color film, network-
ing, color studios, boosters and satellites, proof
of performance, high-power transmissions, mi-

I crowave and low-power tv stations.

The opening day of the conference will be
devoted to radio. Raymond F. Guy, NBC di-
rector of radio frequency engineering, will pre-
side in the morning and will deliver the opening

MR. BEVILLE MR. WALKER

address. Mr. Walker will discuss developments
in remote control and field tests of gear de-
signed for high-power and directional stations.
Philip Smaller, Ampex Corp. research engineer,
will review automatic programming systems.
Norbert L. Jochem, Gates Radio Co. engineer-
ing director, will speak on improved designs

I for broadcast audio equipment.

Use of transistors in remote amplifiers will
be covered by Paul G. Wulfsberg, assistant di-
rector of engineering and research, Collins Ra-
dio Co. Thomas J. Merson, vice president of
Audio- Video Recording Co., will talk on ways
of improving tape and disc recording. Final
talk of the morning session will be that of
Everett S. Lee, technical public relations man-
ager of General Electric Co., speaking on "The
Engineer, The Builder."

Radio papers will be delivered in the after-

| noon of the first conference day by Dr. Leo

j L. Beranek, president of Bolt, Beranek & New-
man, discussing acoustics measurements and
studio re-design, and by Charles J. Starner,
design engineer of RCA broadcast transmitter
section, speaking on operation and economics

j of phase to amplitude modulation in am broad-
cast transmitters. Mr. Starner's topic involves
use of receiving type tubes up to the final

Broadcasting • Telecasting

amplifying stage in transmitters, with savings
in costs and space.

Two panels are scheduled the same after-
noon. Mr. Walker will moderate a panel on fm
broadcasting, covering its growing pains and
expansion strains. Participants include John H.
Bose, staff engineer, Electronics Research Lab,
Columbia U.; William Halstead, president,
Multiplex Development Corp.; Stanley Joseloff,
president, Storecast Corp. of America, and Mr.
Beville.

Impact of FCC bandwidth proposals on
operating costs will be taken up by a panel
headed by Robert E. L. Kennedy, of Kear &
Kennedy. Panel members will be Ernest W.
Pappenfus, assistant director, engineering and
research, Collins Radio Co.; James O. Weldon,
president, Continental Electronics Mfg. Co.;
A. Earl Cullum Jr., consultant; Fred Damm,
transmitter design engineer, Gates Radio Co.;
Harold G. Towlson, manager, broadcast trans-
mitter engineering, General Electric Co.; John
E. Young, manager, broadcast transmitter en-
gineering section, RCA; Ralph N. Harmon, vice
president for engineering, Westinghouse Broad-
casting Co.

Glenn C. Boundy, engineering director of
Storer Broadcasting Co., will preside at the
morning session on Television Day, May 26.
The morning agenda includes these papers:
"Advancements in Color Film and Slide Pro-
gramming," Fred F. Bartlett, Philco Corp. sales
engineering supervisor, broadcast products;
"Conversion of Iconoscope Chains to Vidicon
Operation," Joseph W. Belcher, General Pre-
cision Labs; "General Characteristics of Color
Television Displays," Bernard D. Loughlin,
consultant, Hazeltine Corp.; "Network Trans-
mission of Monochrome and Color Tv," James
R. Rae, general methods engineer, AT&T; "A
CBS-TV Color Studio," Robert B. Monroe,
CBS-TV senior project engineer; "Integration of
Color Equipment and Existing Monochrome
Installations," by a panel including three men
from the RCA broadcast transmitters section —
Anthony H. Lind, manager, broadcast audio
and tv projector engineering; Lannes E. Ander-
son, tv systems engineering, and Nils J. Oman,
development engineer.

Design Problems

A three-man panel will take up problems of
design, construction and operation. Dr. George
Brown, RCA systems branch laboratory direc-
tor, will cover design problems. Benjamin Ad-
ler, Adler Communications Labs, will handle
construction. Eugene E. Overmeier, commercial
engineering manager, Sylvania Electric Prod-
ucts, will speak on operations.

Presiding at the afternoon session will be
James L. Middlebrooks, engineering director,
KING -TV Seattle. Papers include: "A Review
of Color Encoding Principles," Robert Deichert,
of the color research department, Allen B. Du-
Mont Labs; "Proof of Performance Measure-
ments for a Vhf Tv Station," Richard K. Black-
burn, WHEC-TV Rochester technical director,
and Bernard C. O'Brien, WHEC-TV chief
engineer.

Frank J. Bias, uhf supervisor, transmitter
engineering, General Electric Co., will speak on
the topic, "Achieving One Megawatt ERP at
Uhf." Richard C. McLaughlin, assistant man-
ager of communications products planning,
Raytheon Mfg. Co., will discuss "Considera-
tions of Microwave Installations." Final topic
of the conference is "A Low-Power Television
Station for $50,000," by F. Dan Meadows, gen-
eral sales manager, and Joseph W. Alinsky,
chief engineer, Dage Tv Div., Thompson Prod-
ucts.

THE Television Bureau of Advertising signs
a pact with A. C. Nielsen Co. for audience
and marketing data. L to r: T. R. Shearer,
Nielsen vice president; Oliver Treyz, TvB
president, and Dr. Leon Arons, TvB re-
search director. TvB will use Nielsen co-
ordinated audience and commodity sales
data in promotion of the medium.

'JOURNAL 7 CHIDED BY SRA
ON RADIO BILLING REPORT

T. F. Flanagan, managing di-
rector of Station Representa-
tives Assn., criticizes omission
of word 'network' in 'Wall
Street Journal' headline on
declining radio billings.

FAR from "fading," radio is booming. But if
a newspaper is going to headline a story on
declining billings in radio, it should specify that
it is talking about network radio, which is only
a segment of the radio business. This is the
gist of a letter sent to The Wall Street Journal
by T. F. Flanagan, managing director of Station
Representatives Assn., in protest to a front page
article apearing in that paper March 21.

That story was headlined as "Fading Radio."
However, the article dealt with only the net-
work phase, particularly on declining radio net-
work gross billings and the prospect of drastic
revisions such as that being proposed by NBC
Radio in its planning of "Operation Redesign."

The sub-head of the story read, "Listener
and sponsor desertions spur some sharp re-
shufflings." Mr. Flanagan emphatically pointed
up that the headline would have been nearer
accurate if it had said "Fading Network Radio"
and if the word "network" again had been in-
serted between "sharp" and "reshuffling" in the
sub-head. Network time sales make up only
the smallest of the three segments of radio
business, Mr. Flanagan said, identifying the
three as network, national spot and local retail.

Mr. Flanagan said that local retail business in
radio is estimated to have shown a slight in-
crease in 1954 over the previous year and that
national spot "at the best estimates" maintained
its 1953 level in 1954. In 1953, he said, net-
work grossed about $92.8 million, national spot,
$129.6 million and local, $249.5 million. He
said the wide differences in the volume of the
three "would completely change your story.
There was nothing in your . . . article which
would indicate to businessmen that there are
other sections of radio than network." "Net-
work is only the tail of the radio business, and
although the advertisers are chopping off a little

April 4, 1955 • Page 59

TRADE ASSNS.

piece of the tail from time to time, the animal
is still very healthy," Mr. Flanagan said.

While his letter pressed the differences be-
tween network, local and spot, the SRA spokes-
man later emphasized that his letter was not
meant in any way to disparage network radio.
On the contrary, he said, representatives hope
to see network radio grow. He explained that
successful spot advertisers become prospects
for network radio, and that, conversely, success-
ful network sponsors may also go into spot.
What it narrows down to, he said, is that use
of radio by any of the advertisers is advantage-
ous to the medium and, in the long run, ad-
vantageous to each of the three types.

Mr. Flanagan told the Journal that it "could
just as well have published a headline which
said 'Radio is Booming'." He said this is so
"in spite of all the inaccurate ratings that are
published (the top researchers agree that radio
is now so universal that it is too costly to
measure completely). . . ."

To emphasize radio's "boom," Mr. Flanagan
included in his letter data on automobile radio,
out-of-living-room, and teen-age listening;
figures on radio stations licensed and in opera-
tion, and radio sets in use. He summed up:
"In fact, radio listening is on the increase, with
a different pattern of personal individual listen-
ing to programs transmitted from 12 to 24
hours a day on radio stations."

Mississippi Broadcasters
Consider Code of Ethics

PROPOSED code of ethics to guide broadcast-
ers has been submitted to the membership of
the Mississippi Broadcasters Assn. It was
drawn up by Wiley Harris, WJDX-WLBT (TV)
Jackson, as chairman of a special committee.
Mr. Harris was presented a lifetime member-
ship in MBA, along with Charles J. Wright Sr.,
WFOR Hattiesburg.

New officers elected at the meeting, held last
month in Vicksburg, were Ed Wilkerson, WSLI
Jackson, president; Ray Butterfield, WLOX Bi-
loxi, vice president, and Granville Walters,
WAML Laurel, secretary-treasurer.

The membership voted to amend its rules
to permit member stations to pick whichever
football games it wishes to broadcast, with fees
fixed by the executive committee. The football
committee has arranged broadcasts of college
football games.

NEW OFFICERS of the Mississippi Broad-
casters Assn. are greeted by Bob Evans,
WELO Tupelo, past president, at the
March meeting. L to r: Ed Wilkerson,
WSLI Jackson, president; Mr. Evans; Ray
Butterfield, WLOX Biloxi, vice president,
and Granville Walters, WAML Laurel,
secretary-treasurer.

Page 60 • April 4, 1955

NARTB Arranging Program
For Wives at Convention

SPECIAL PROGRAM for entertainment of
wives of radio-tv station executives attending
the NARTB convention May 22-26 in Wash-
ington has been arranged by the association.
With over 2,500 delegates expected, plans are
being made for approximately 500 wives.

The program will include a May 24 noon
fashion show and luncheon in the Shoreham
Blue Room. Door prizes and favors will be
presented. A Wednesday feature will be a
daylight cruise aboard the SS Mount Vernon,
which has been chartered for the trip. The ship
will leave at 9:30 a.m., cruising to historic
Mount Vernon. The return voyage includes
luncheon.

The women's program is being prepared by
an arrangements committee, with Mrs. Harold
E. Fellows, wife of the NARTB president, as
chairman.

Serving with Mrs. Fellows are Mrs. Ralph W.
Hardy and Mrs. John F. Meagher, wives of the
respective vice presidents for government rela-
tions and radio.

The following women serving on the hostess
committee are wives of NARTB Convention Com-
mittee members: Mrs. Henry B. Clay, KWKH
Shreveport, La.; Mrs. Clair R. McCollough,
WGAL-TV Lancaster, Pa.; Mrs. Campbell Arnoux,
WTAR-TV Norfolk, Va.; Mrs. Kenyon Brown,
KWFT Wichita Falls, Tex.; Mrs. Kenneth L.
Carter; WAAM (TV) Baltimore; Mrs. E. K.
Hartenbower, KCMO Kansas City; Mrs. James H.
Moore, WSLS Roanoke, Va.; Mrs. Frank M. Rus-
sell, NBC Washington; Mrs. Ben Strouse, WWDC
Washington.

NARTB staff liaison is being handled by

Frank Riley, assistant manager of publicity

and informational services, and Mrs. Louise K.

Aldrich, librarian.

More Station Editorials
Foreseen in Fellows Talk

TREND toward more broadcasting of station
opinion on public issues was seen by Harold
E. Fellows, NARTB president, in an address
to the American Academy of Political & Social
Sciences meeting April 1 in Philadelphia.

Mr. Fellows recalled the history of the
FCC's Mayflower decision and its "raised eye-
brow" doctrine against expression of political
opinion. The decision was abolished three years
ago, with the FCC saying, in effect, "You may
editorialize but you must give equal opportunity
for reply by those holding opposite viewpoints."

"Is even this freedom?" he asked the political
science group. He noted similar restrictions are
not applicable to printed media and added,
"We cannot proceed from the argument that
broadcasters are less responsible than pub-
lishers, particularly in view of the fact that
licensees are so thoroughly examined as to
their personal, financial and civic capacities
before they are franchised."

Mr. Fellows said he separated the editorial
function of the station from that of the com-
mentator or analyst, and said most successful
broadcasters try to balance commentaries to
reflect every opinion. He said he does not be-
lieve broadcasters "will waver in their obliga-
tions to the people to report fairly and comment
freely."

RAB 'Best Sale' Trophy
Won by WEBR Buffalo

TROPHY for "Best Sale of the Month" was
awarded for January to WEBR Buffalo, N. Y.,
Kevin Sweeney, president of Radio Advertising
Bureau, announced last week.

WEBR's winning effort was the sale of 25
programs weekly to Delgato Appliance Inc. in
Buffalo. The station's sales team in this effort

included Bill Doerr, general manager; Carl
Kirchhofer, sales director, and Robert Bartemus,
account executive. Agency was Ellis Adv.,
Buffalo. All the programs were sold on a five- I
day-a-week basis.

Second place in the contest went to Neal !
Robbins of WKYW Louisville, Ky., who
brought a new account into radio (Tri-City |
Automotive Wholesalers Assn. on behalf of its |
Certified Automotive Service Budget Plan).

Sale of five 15-minute programs to a group
of trailer dealers won Lou Gadeke of KGA
Spokane, Wash., third place.

RAB said entries based on March sales will
be received at its headquarters — 270 Park Ave.,
New York — up to April 15.

■; : ,W

Kentucky Broadcasters Make
First Annual 'Mike 7 Awards

TRIBUTE was paid to nine persons for service
to Kentucky Broadcasters Assn. at the annual
KBA meeting held March 29 in Louisville,
starting an annual presentation of "Kentucky
Mike" awards. In the future the awards will
be limited to one or two a year.

Gilmore Nunn, WLAP Lexington, KBA first !
vice president, announced the award winners, j
including Carl Haverlin, BMI; Sal Taishoff,
editor and publisher of B«T; F. E. Lackey, |
WHOP Hopkinsville, NARTB District 7 direc-
tor; Hugh O. Potter, WOMI Owensboro, KBA
secretary-treasurer; Ray Livesay, WLBH Mat-
toon, 111., and Bill Ladd, radio editor, Louisville
Courier-Journal. Messrs. Haverlin and Livesay
were speakers at last week's meeting.

KBA's autumn meeting will be held Oct.
13-14 in Lexington. The 56 stations that took
part in the month-long KBA safety campaign
in March carried an estimated 17,000 announce- i
ments, along with programs. Col. Charles C.
Oldham, commissioner of state police and chair-
man of the governor's coordinating traffic
safety committee, praised efforts of broadcasters
to reduce accidents and said the rising death
rate appeared to have been arrested.

III. News Groups Discuss
Libel, Equal News Access

EQUAL ACCESS to news for all media and
a discussion of libel proposals before the Illi- j
nois and Indiana state legislatures highlighted
back-to-back freedom of information clinics of
the Illinois News Broadcasters Assn. and Asso- |
ciated Press in Springfield Friday and Satur-
day (April 1-2).

INBA, the Illinois Broadcasters Assn. and
Sigma Delta Chi, national professional journal-
ism fraternity, sponsored the AP freedom of i
information clinic.

Sen. George Drach, Illinois Senate majority
whip, followed up his talk before the Illinois
Broadcasters Assn. March 25 with a plea Satur-
day for INBA support of his proposed bill to
liberalize libel laws with respect to statements
uttered by political candidates. His proposal
would cover both civil and criminal libel under
Illinois law. It would protect broadcasters
against civil as well as criminal damages. A
report was given on a bill in Indiana which was
passed and vetoed.

The AP clinic involved discussions of news
at the police, FBI, sheriff and other enforce-
ment levels and contacts with the Army and
Navy. Basil L. Walters, executive editor,
Chicago Daily News, was scheduled to preside
over the opening session, which included Wil-
liam Small, WLS Chicago and INBA head, as
a panelist. Robert Guess, news director, WLBH
Mattoon, appeared on another panel. ji

Rep. Paul Simon, Illinois legislature member

Broadcasting • Telecasting »

...the Low-Down on the
UPPER OHIO VALLEY!

Wheels are whirring in the Wheeling-Steubenville market-
aptly called "the rich Ruhr Valley of America." This is a major market
with an abundance of natural resources and fuel; a plentiful supply of
manpower has attracted and continues to attract more big industry.

The industry is diversified, including steel, steel fabricating,
chemicals, pottery, glassware, paint, toys, tobacco and textiles. . •*»'

Smart advertisers have learned the best medium to reach
this rich market effectively and at the lowest cost per thousand is
WTRF-TV, Wheeling, West Va. Within its coverage area there are 397,000
families consisting of 1,399,800 people, owning 304,778 television sets.
The combined annual spendable income of this market is $1,980,105,000
or an average of $5,631 per household, $357 more than the national average.

WTRF-TV operates with 316,000 watts on channel 7, broad-
casting 120 hours of programming a week including top NBC and ABC
shows, supplemented by local originations of widespread interest. Every
Telepulse survey made in the Wheeling-Steubenville area has given
WTRF-TV a sweeping majority, the latest indicating that 63.5% of the
tuned in audience between 12 noon and midnight dialed channel 7.

When planning any television campaign intended to pene-
trate the major markets of America, remember the "Ruhr Valley of
America" and the best medium to reach it— WTRF-TV. For availabilities
call Holli ngbery or Bob Ferguson, VP and General Manager, Wheeling 1177.

These ore but a few of the national and internationally
known enterprises located in the Wheeling-Steubenville Area*

Bloch Bros. Tobacco Co.
Columbia Southern Chemical
Corp.

Continental Foundry & Machine
Co.

Follansbee Steel Corp.
Fostoria Glass Co.

Hammond Bag & Paper Co.
Harker Pottery Co.
Hazel-Atlas Glass Corp.
Wheeling Machine Products Co.
Imperial Glass Corp.
Kaiser Motors Corp.
Louis Marx Toy Co.

WTRF-TV

Channel

National Analine

J. L. Stifel & Sons, Textiles

Sylvania Electric Products, Inc.

U. S. Stamping Co.

Weirton Steel Co.

Wheeling Corrugating Co.

Wheeling Steel Corp.

316,000 Watts

TRADE ASSNS.

WHEELING, WEST VIRGINIA

Equipped for network color

and publisher of the Troy (111.) Tribune, dis-
cussed his "Right to Know" bill, which some
newsmen questioned as impractical because of
certain reservations. It proposes to open all
meetings of legislative bodies and local agencies
to all media.

INBA was scheduled Saturday to adopt a
resolution praising Illinois State Sen. T. Mac-
Downing for opening up the 111. Senate Judiciary
Committee sessions to broadcast recording and
camera coverage [B»T, March 28, 21]. It also
was slated to choose a board replacement for
the late Brooks Watson, news director of
WMBD Peoria.

Among scheduled speakers Saturday were
Harold Dewing, WCVS Springfield, IBA presi-
dent; Glen Farrington, WTAX Springfield, and
Al Rowe, WSOY Decatur.

RTES Panel Analyzes
Religious Programming

DIVERSIFICATION of religious programming
was stressed in a panel discussion Wednesday
on "Religion on Radio and Tv" during a work-
shop luncheon in New York by the Radio &
Television Executives Society.

Speakers included Dr. S. Franklin Mack,
executive director, Broadcasting & Film Com-
mission, National Council of Churches of
Christ, U. S. A.; Rabbi Bernard Mandelbaum,
Jewish Theological Seminary, program and
script supervisor for the Jewish portion of
Frontiers of Faith, and Richard Walsh, di-
rector of tv, National Council of Catholic Men.
Albert Crews, tv director of the Broadcasting
& Film Commission, was moderator.

Mr. Walsh acknowledged that sponsorship of
religious programming, such as Bishop Sheen's
Life Is Worth Living on DuMont, may be the
partial answer to the current "problem" and
need of church groups for additional network
time. He also said local religious programming
is not as extensive on tv a& in radio because
of the higher production cost involved. Each
speaker noted, however, that they are making
use of, or plan to use, tv film for local dis-
tribution.

Dr. Mack said two yardsticks for religious
programming were (1) it must be good, and
(2) it must also be acceptable to church "con-
stituents."

Dr. Mack said that much experimentation
is being done in programming, particularly in
tv, in the process of learning more about meth-
ods of using the broadcast media. He said the
commission is encouraging such experimenta-
tion on the local level, asserting that it is gen-
erally recognized that the "future of religious
broadcasting" rests in the local community.

Rabbi Mandelbaum reviewed the seminary's
experience with the broadcast media, asserting
that it has been concerned more with the form
that religious radio should take. He said that
program development has arrived at the point
wherein the dramatic presentation is the most
effective in keeping the message general and
the best in "getting the point across."

NARTB Am Members 1,200,
Total Enrollment 1,916

AM STATION membership of NARTB has
passed the 1,200 mark as a result of the cur-
rent campaign to enroll stations, according to
President Harold E. Fellows. Total member-
ship, 1,916, now includes 1,201 am stations,
326 fm stations, 265 tv stations, three radio
networks, four tv networks and 117 associates.

The campaign is under direction of Richard
M. Brown, KPOJ Portland, Ore., chairman of
NARTB's Membership Committee. William

Page 62 • April 4, 1955

Broadcasting

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Broadcasting

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April 4, 1955 • Page 63

TRADE ASSNS,

GOVERNMENT

FCC INITIATES FIRST MOVE
TOWARD DE-INTERMIXTURE

Comments asked on proposal to de-intermix in four cities: Evansville,
Hartford, Peoria and Madison, which would become all-uhf. Hen-
nock's dissent claims de-intermixture should get full study.

K. Treynor, station relations manager, heads the
staff team comprising Jack Barton, assistant
manager, and William Carlisle and Al King,
field men. The campaign began in mid-Feb-
ruary and will last through early May. District
directors are directing teams in each state.

On the membership group, besides Chair-
man Brown, are Kenneth L. Carter, WAAM
(TV) Baltimore; Cy Casper, WBBZ Ponca City,
Okla.; Henry B. Clay, KWKH Shreveport, La.;
John Esau, KTVQ (TV) Oklahoma City; Lester
L. Gould, WJNC Jacksonville, N. C; J. Frank
Jarman, WDNC Durham, N. C, and F. Ernest
Lackey, WHOP Hopkinsville, Ky.

Godfrey, Nelson, Haase
Elected to New AAAA Posts

APPOINTMENTS of Kenneth Godfrey and
August Nelson as vice presidents of the Amer-
ican Assn. of Advertising Agencies and Walter
Haase as executive secretary-treasurer were an-
nounced last week by Frederic R. Gamble,
president. The appointments have been ap-
proved by the operations committee of the
AAAA board of directors.

Messrs. Godfrey and Nelson had been senior
executives on the staff at AAAA headquarters
in New York. Mr. Haase formerly was assistant
secretary-treasurer.

Richard L. Scheidker and Richard Turnbull
continue as AAAA vice presidents, appointed in
1948.

Nat/I. Audience Board Sets
Tv Commercials Award Unit

STRUCTURE to review tv commercials and
make periodic awards to advertising agencies
and broadcasting firms was set up in Hollywood
last week by the National Audience Board,
civic group which recently established a pre-
viewing and reviewing system for tv programs
[B*T, March 14].

A commercial awards advisory committee,
consisting of representatives of 22 local and
regional civic and cultural groups, will hear
and vote on selected commercials submitted to
it.

TRADE ASSN. PEOPLE

Sidney Justin, resident counsel, Paramount Pic-
tures, Hollywood, elected president, Los Angeles
Copyright Society, organization specializing in
radio-tv, motion picture, entertainment copy-
right law. Also elected were Frank H. Fergu-
son, resident counsel, 20th Century-Fox, vice
president, and Melville B. Nimmer, Paramount
attorney, secretary-treasurer. Elected to board
of trustees: George W. Cohen, outgoing presi-
dent; Louis E. Swarts; Joseph S. Dubin; C. E.
Erkel; Richard W. Jencks; Gunther Lessing;
Robert Myers, George F. Wasson Jr., and Lau-
rence M. Weinberg.

H. B. Price Jr., president, National Appliance
& Radio-Tv Dealers Assn., to address luncheon
meeting of Rocky Mountain Electrical League
at Denver Press Club April 18.

Harold Adamson, Milton Ager, Harry Akst,
George Antheil, M. K. Jerome and Bronislau
Kaper named by nominating committee, Ameri-
can Society of Composers, Authors and Pub-
lishers (ASCAP), to run for three-year West
Coast committee terms against incumbents
L. Wolfe Gilbert, Johnny Green, Jimmy Mc-
Hogh, Leo Robin, William Grant Still and
Harry Warren, all automatically renominated.

FIRST move toward possible tv de-intermixture
— making a city all vhf or all uhf — was taken
by the FCC last week.

It issued notices of rule making calling for
comments on four proposals to de-intermix —
Evansville, Ind.; Hartford, Conn.; Madison,
Wis., and Peoria, 111.

The proposals also involve Providence, R. I.;
Hatfield, Ind., and' Rockford, 111.

None of the four cities has vhf stations oper-
ating within their boundaries or granted at
present.

Proposals to de-intermix in all four com-
munities call for the switch of the educational
reservation from uhf to the single vhf channel,
making each of them all-uhf, commercially.

Hearings among competitive applicants for
each of the single vhf channels in the four
cities have been held. In three instances, an
initial decision has been issued.

In all four instances, proposals to de-inter-
mix had been denied once by the Commission,
but in each case petitions for reconsideration
were on file.

The orders call for comments by May 2 with
replies due 10 days later. The FCC said it will
hold oral arguments after the comments and
replies are received.

FCC Comr. Frieda B. Hennock dissented to
each of the actions. She declared that de-
intermixture was a national problem and should
be the subject of a full study. She called for a
"nationwide reallocation plan," as she has done
before.

In other de-intermixture areas, the Com-
mission also last week called for comments by
April 29 on a Louisiana Board of Education
proposal to shift the educational reservation
from ch. 43 to unsought ch. 13 in Monroe, La.

Move Follows Comment To Senate

The FCC's move came three weeks after it
told the Senate Commerce Committee that it
was considering "selective" de-intermixture.
This was in its response to the Plotkin and
Jones reports [B»T, March 21].

Still pending before the Commission are
petitions asking for de-intermixture of New
Orleans and Baton Rouge, La.; Corpus Christi,
Tex.; Albany-Schenectady-Troy, N. Y., and
Lexington, Ky.

In asking for comments, FCC specified sim-
ilar issues in each case. These involved:

• Grades A and B contours of presently
operating uhf stations and of the proposed vhf
stations.

• Number of families receiving service from
operating and proposed stations, including
fringe homes.

• Number of receivers, including those able
to receive uhf.

• Time spent by viewers watching stations
outside the service areas of the four cities.

• Areas and populations which would lose
service by the change in allocation.

• Information regarding network affiliations
and use of network programs, contract terms,
possibilities of uhf stations retaining network
affiliation in event vhf station begins operating.

Evansville is allocated chs. 7, 50, 56 and 62.
Ch. 7 is being sought by Evansville Tv Inc.,
WGBF and WEOA of that city. Last October

an initial decision was issued favoring Evans-
ville Tv Inc. Ch. 50 is held by WEHT (TV)
Henderson, Ky. (in the Evansville market area),
which is the CBS affiliate. Ch. 62 is held by
WFIE (TV) Evansville, affiliated with, NBC,
ABC and DuMont.

Petition of the two uhf stations to shift the
educational reservation to the vhf channel was
filed last fall. Early this year, the FCC denied
the petition following objections by the three
vhf applicants. Early in February, a petition
for reconsideration was filed by the two uhf
stations, which also suggested that ch. 9 be
deleted from Hatfield, Ind., and replaced by
ch. 14 from Henderson, Ky. Hatfield's ch. 9
is sought by WVJS and WOMI Owensboro,
Ky., with hearing closed last January.

Hartford is allocated chs. 3, 18 and 24. Ch.
3 is the goal of two applicants, WTIC Hartford
and Hartford Telecasting Co. No initial deci-
sion has yet been issued. Ch. 18 is held by
WGTH-TV Hartford, the ABC and DuMont
affiliate. Educational ch. 24 is held by the
Connecticut State Board of Education.

Four Connecticut River Valley uhf stations
last October asked that the Hartford educa-
tional reservation be switched from ch. 24 to
ch. 3. They are WGTH-TV; WKNB-TV New
Britain, NBC affiliated; WHYN-TV and WWLP
(TV) Springfield, Mass., the CBS and NBC-
ABC affiliates, respectively. The FCC denied
this proposal last December and in January
the four uhf stations asked for reconsideration.
The two vhf applicants opposed this move.

Three weeks ago, ch. 16 WNET (TV) Provi-
dence, R. I., petitioned the FCC to move Hart-
ford's ch. 3 to Westerly, R. I., 35 miles outside
of Providence. The CBS and ABC affiliated
uhf station has been in litigation with the FCC
involving its protest against the grant of Prov-
idence's ch. 12 to WPRO-TV there. The case
is scheduled to be argued in the Court of Ap-
peals in Washington today (Monday). Provi-
dence also has pre-freeze ch. 10 WJAR-TV,
affiliated with all four networks.

The Providence station's proposal was op-
posed last week by Hartford ch. 3 applicant
WTIC.

Madison Channels Surveyed

Madison is allocated chs. 3, 21, 27 and 33.
Ch. 3 is the object of a hearing between WISC
of that city and Badger Tv Co. An initial de-
cision in favor of Badger was issued in August
1954. Ch. 21 is held by educational WHA-TV.
Ch. 27 is held by WKOW-TV, affiliated with
CBS. Ch. 33 is held by WMTV (TV), affiliated
with NBC, ABC and DuMont.

Petition to move the educational reservation
from ch. 21 to ch. 3 was filed a year ago by
WKOW-TV. It was denied last fall, and in
February WKOW-TV asked for reconsideration.
The vhf applicants opposed the petition.

Last week, ch. 39 WTVO (TV) Rockford,
111., asked the FCC to move ch. 3 from Madison
and assign it to Beloit, Wis., 15 miles from
Rockford. WTVO also asked that it be per-
mitted to move to Beloit using ch. 3. The Rock-
ford station said it lost $100,000 in 1954. It
competes with ch. 13 WREX-TV in Rockford.
WTVO is affiliated with NBC and DuMont;
WREX-TV with CBS and ABC.

If the Commission cannot move ch. 3 to

Page 64 • April 4, 1955

Broadcasting • Telecasting

In DefroiLthe Town that's Baseball Batty

broadcasts
the Play-by-Play

From early Spring to late Fall the minds of
Detroiters swing to baseball! And, they just
naturally tune to WKMH, the station that
brings the baseball games every afternoon
or night on the Detroit Tiger schedule. Just
one more example of how you cash in on
the station that gives Detroiters what they
want to hear the most!

WKMH

Dearborn -Detroit

FREDERICK A. KNORR, Pres.
GEORGE MILLAR, Mg. Director

Represented by Headley-Reed

Broadcasting • Telecasting

April 4, 1955 • Page 65

GOVERNMENT

COMMENTS SOUGHT ON FCC'S PROPOSAL
TO PERMIT CO-CHANNEL UHF BOOSTERS

Beloit, WTVO said, then ch. 13 should be
moved to Aurora or Elgin, 111., and ch. 51
should be added to Rockford.

Peoria is allocated chs. 8, 19, 37 and 43.
Ch. 8 is in contest between WIRL and WMBD
Peoria, with an initial decision outstanding in
favor of WIRL.

Ch. 19 is held by WTVH-TV, the CBS and
ABC affiliate. Ch. 43 is held by WEEK-TV,
affiliated with NBC and DuMont.

The two uhf stations suggested last Septem-
ber that the educational reservation be switched
from the uhf ch. 37 to ch. 8. In November last
year the Commission denied this, and in De-
cember the uhf outlet filed for reconsideration.
The two vhf applicants filed objections.

Latest de-intermixture petition was filed last
week by WICS (TV) Springfield, 111. Operating
on ch. 20, NBC affiliated, the Springfield station
suggested that the educational reservation be
changed from a uhf channel to the sole vhf
channel allocated there. Springfield is allocated
chs. 2, 20 and 66, with the last reserved for
educational use. Two competing applicants for
Springfield's ch. 2 are Sangamon Valley Tv
Corp. and WMAY-TV Inc. The former was
favored in an initial decision issued last De-
cember.

The move. WICS said, would make all of
central Illinois uhf, tieing in with the Peoria
petition. If that cannot be done, WICS said,
then ch. 2 should be added to St. Louis and
ch. 41 should be used in Springfield.

Roanoke Vhf Grant Finalized;
Flint Stay Petitions Denied

FINAL decision to grant ch. 7 at Ronoake, Va.,
to Times-World Corp.'s WDBJ there, was an-
nounced by FCC last week, making it the sec-
ond vhf station in that market. Already operat-
ing is ch. 10 WSLS-TV, ABC and NBC affiliate.

Grant of ch. 7 to WDBI was made possible
by the dismissal of a competitive application
by WROV Roanoke. WDBJ bought the tv
assets of defunct ch. 27 WROV-TV for
$245,000.

In other tv hearing actions, FCC turned
down petitions by WFDF Flint, Mich., and
W. S. Butterfield Theatres Inc. which requested
reargument and stay of the Commission's final
decision of May 14, 1954, granting ch. 12 at
Flint to WJR Detroit.

Oral argument was scheduled for April 25
on an examiner's initial decision to grant ch.
29 at Canton, Ohio, to Tri-Cities Telecasting
Inc. The examiner proposed denial of com-
petitive bids by WHBC and WCMW there.

FCC plan is another move to-
wards bolstering uhf develop-
ment. May 20 has been set as
deadline for comments.

MOVING in still another area to spur uhf
development, FCC last week called for com-
ments by May 20 on a new proposal to author-
ize co-channel uhf booster stations to fill in
the shadow areas of the parent uhf station.
FCC's term for a booster is "amplifying trans-
mitter."

The Commission concurrently proposed de-
intermixture of uhf and vhf channels in four
principal markets in an effort to remedy uhf s
ills (story, page 64). Last week it also was
receiving comments on its proposal to allow
low-power tv stations (both uhf and vhf) in
small cities (story page 69).

Already in effect is FCC's policy to consider
on a case-by-case basis applications for satel-
lites. While a booster outlet would operate on
the same channel as the parent station and is
intended for uhf only, the satellite operates on
a different channel, usually that already al-
located to the area in which the satellite is
located, and may be either uhf or vhf.

To help determine whether its rules should
be amended to allow booster operation, FCC
requested comments on booster equipment and
costs, any effect on color or monochrome trans-
missions, minimum separations between boost-
ers and parent or other transmitters, interfer-
ence safeguards, plans of proponents, hours of
operation, remote control operation and other
technical considerations.

In its notice, FCC said it "has been con-
cerned with how it can best insure the fullest
development of the television industry's poten-
tialities in line with the needs and desires of
the American public and the abilities and in-
genuity of the American broadcasters.

"The Commission has noted in this connec-
tion that there are substantial obstacles pres-
ently hindering the bringing of a first television
service to many small communities as well as
the expanding of multiple, competing services
in larger economic and population centers.
One of the major obstacles is the failure of
uhf stations, thus far, to become fully integrated

with established vhf stations into an economic-
ally sound, nationwide television service."

The Commission cited its preliminary report
on uhf to the Senate Interstate and Foreign
Commerce Committee [B«T, March 21] con-
cerning specific actions "calculated to enhance
the potentialities for television's growth within
the existing allocation system. The Commis-
sion expressed its view that the only practicable
course of action lies in doing what is possible
to promote the present allocation plan utilizing
both vhf and uhf channels."

FCC explained that compared with vhf, "the
signals from uhf transmitters have less tendency
to fill in areas which are not in direct line of
sight with the transmitting antenna. Conse-
quently, there are areas which, although lying
within the area that would normally be served
by a uhf station, are effectively 'shadowed' by
intervening terrain and are thereby deprived
of service.

"One means of providing uhf television
coverage in such shadow areas may be the use
of amplifying transmitters operating on the
same channel as the main transmitter and de-
pendent upon the main transmitter for the gen-
eration of carrier frequencies and modulation."

The notice related successful booster experi-
ments conducted at Vicksburg, Miss., by RCA
in conjunction with ch. 25 WJTV (TV) Jackson,
Miss. [B»T, Aug. 30, 2, 1954]; Adler Com-
munications Labs., at Waterbury, Conn. [B*T,
Dec. 20, 1954]; Sylvania Electric Products Inc.
at Emporium, Pa. [B«T, Sept. 21, 1953], and
WSM-TV Nashville at Lawrenceburg, Tenn.
[B»T, June 7, 1954; Nov. 9, 1953].

FCC also observed that the Radio-Elec-
tronics-Television Mfrs. Assn., has established
a committee to study the general problem and
has submitted an interim report.

The Commission said it desires that the com-
ments submitted in the proceeding present in-
formation and data with respect to the following
aspects of amplifying transmitter operation:

(a) Complete technical data with respect to
amplifying transmitters and associated equipment
and operation, including full information as to the
complexity and dependability of amplifiers, an-
tennas, etc.

(b) Data with respect to the extent, if any, of
the degradation caused by operation of amplify-
ing transmitters on color or monochrome signals
and what changes, additions or deletions would
be required in the Commission's rules to establish
minimum separations (1) between the amplifying
transmitters and the main transmitters; (2) be-
tween amplifying transmitters of the same main
station; (3) between amplifying transmitters of
different main stations, both co-channel and ad-
jacent channel; and (4) between amplifying
transmitters of one station and the transmitters
of a station not having amplifying transmitters.

(d) Information with respect to the technical
specifications required to assure that only the
authorized television channel would be amplified
by the amplifying transmitters.

(e) Information as to the technical specifica-
tions required to assure linear rebroadcast of the
signal and to protect against the radiation of
spurious signals resulting from internal cross
modulation or self oscillation.

(f) Information with respect to plans and pro-
posals of interested persons who intend to engage
in such operation.

(g) What hours of operation should be required
of amplifying transmitters?

(h) Whether amplifying transmitters should be
permitted to operate unattended; and if so, under
what conditions.

(i) What is the maximum distance from the
main transmitter that amplifying transmitters
should be permitted?

(j) What minimum power and antenna height
requirements should be established for amplify-
ing transmitter operation?

(k) What requirements should be provided for

Indians Had TeePee, Not TeeVee

NATIONAL parks may have fine tv sites,
but raising towers there can wreck imagina-
tion of youngsters wanting to re-live cowboy-
and-Indian days. That's how FCC explained
it to young Wally Marcellus of Scottsbluff,
Neb., who wrote President Eisenhower ask-
ing why new ch. 10 KSTF (TV) couldn't
build atop The Bluffs.

FCC's explanation (written by an engi-
neer, not a lawyer) said:

Actually, the television station has already
been given a permit to build its tower at
another location which should give good tele-
vision reception to the people in Scottsbluff.
But the station wanted to use The Bluffs be-
cause it would let them provide television to
a lot of people outside of Scottsbluff. We
would like to encourage them to do this, but
unfortunately, The Bluffs cannot be used for
this purpose.

As you know, The Bluffs were used by the
early settlers to watch for Indians and were

very important to the early development of
your part of the country. The land has been
set aside as a National Monument to preserve
it in its original state so that you and your
friends can go up there and see the land just
as the pioneers did. When you grow up and
marry, you can take your little boy up there
too, and tell him the story of the Indians and
the pioneers and it will be just as it was when
there were really wild Indians around.

If a television tower were built there, it
would sort of spoil it a little because we
know there were no television towers there
when the settlers came. Then people might
build electric lines and highways, and hot dog
stands and pretty soon it would look just like
any other part of the country, and you
couldn't go to The Bluffs and imagine that
you were living back in the days of the
Indians.

When you grow up, you will appreciate
more the importance of keeping some parts
of your country as they were in early days, so
that they will be a monument to the people
that braved the dangers of the wilderness to
settle this country of ours. Thank you for
writing to the President.

Pagei66 • April 4, 1955

Broadcasting • Telecasting

The symbol of

TOP TELEVISION
in New England's
BIG THREE Market

The "Big Three"— Providence, FaU River and New
Bedford — together comprise the nation's 14th mar-
ket, a billion dollar retail sales area.

In this market the familiar call letters WPRO
have long stood for the best in radio, with the largest
listening audience in the area.

Now WPRO-TV brings to this audience the best
in TV from CBS Television and local originations
over Channel 12, continuing a long tradition of
community service.

WPRO-TV is owned and operated by the Cherry
& Webb Broadcasting Company.

Represented exclusively by

BLAIR

New York • Chicago • Detroit • San Francisco • Boston
Dallas • St. Louis • Jacksonville • Los Angeles • Seattle

Broadcasting • Telecasting

April 4, 1955 • Page 67

Oil and Man's Quest
for Freedom

By COURTNEY C. BROWN, Ph. D.

Dean, Graduate School of Business,
Columbia University

Over the centuries man's ef-
forts to live better and, at the
same time, enjoy more leisure,
have been part of his quest for
freedom to develop culturally and
politically. In earlier years the few
in power usually secured this
freedom and leisure by enslaving
the many. As time has gone by,
alternative means of supplying
energy for man's work, more com-
patible with human freedom,
have been developed.

Wind, animals, wood, water,
coal, natural gas and petroleum
have supplied the power to make
our modern way of life possible.
The petroleum industry is en-
titled to a proud place in this pro-
gression of sources of energy. In
the last half century its contribu-
tion to energizing the world's
work, and making it more mobile,
has been spectacular.

America's oil industry, with its
companies large and small, with

its local, state, national and inter-
national operations, with its geol-
ogists, engineers, financiers and
marketers, is a striking example of
free men voluntarily contributing
their talents and efforts to a so-
cially useful purpose.

The ingenuity, courage and
adaptability of the industry is
made possible by its voluntary na-
ture. Those who are in the indus-
try are there because they like it.
They like the opportunity to be
right or wrong, to compete with
their fellows, to try new ways of
doing things. And, of course, they
like the just rewards a man can
earn in the oil business.

Out of the restless and insistent
stirring that characterizes the pe-
troleum industry has come more

than crude oil and its products.
Many advanced methods of busi-
ness administration have had their
experimental start and later devel-
opment in the oil companies. The
development of workable, com-
petitive relationships among large
and small companies within the
industry has been a daily task.
Questions of national interest on
conservation of our natural re-
sources have generally been an-
swered successfully within the oil
industry. In its operations abroad,
lessons have been learned of com-
mercial and industrial diplomacy
to complement our nation's politi-
cal diplomacy.

As a supplier of essential en-
ergy, the petroleum industry has
proved itself in the past and pres-
ent . . . and promises an expanding
future. As an energizer of men's
thoughts and a contributor to free-
dom, it will continue to play an
increasingly important role.

This is one of a series of reports by outstanding Americans on the U.S. oil industry.
This page is presented for your information by
The American Petroleum Institute, 50 West 50th Street, New York 20, N. Y.

Page 68 • April 4, 1955

Broadcasting • Telecasting

station identification of amplifying transmitters?

(1) Whether amplifying transmitters should be
required to maintain a minimum field strength
over a specific area?

(m) Whether amplifying transmitters should
be required, or permitted, to employ vertical
polarization?

(n) Whether (1) the number of amplifying trans-
mitters should be limited in any particular area;
(2) the number of amplifying transmitters op-
erating in conjunction with a particular main
station should be limited; and (3) whether and
by what manner the rules governing multiple
ownership of television broadcast stations should
apply to the operation of such amplifying
transmitters?

(o) Whether any technical standards prescribed
by the rules should be amended for such op-
eration, and how the standards should be so
amended?

Asking for comments by May 20, FCC said
comments or briefs in reply to such original
comments as may be submitted should be filed
within 20 days from the last day for filing said
original comments or briefs. "No additional
comments may be filed unless (1) specifically
requested by the Commission or (2) good cause
for filing such additional comments is estab-
lished. The Commission will consider all such
additional comments submitted before taking
further action in this matter, and if any com-
ments appear to warrant the holding of a hear-
ing, oral argument, or demonstration, notice of
the time and place of such hearing, oral argu-
ment or demonstration will be given."

FCC Gets Mixed Comments
On Low-Power Tv Proposal

MIXED COMMENTS were filed last week to
the FCC's proposal to permit low-powered,
100-w tv stations in communities with popula-
tions below 50,000.

Adler Communications Labs, New Rochelle,
N. Y., said it was in full accord with the ob-
jectives of Sylvania Electric Co.'s petition re-
garding the establishment of satellite tv stations
filed last year [B«T, Sept. 21, 1953] and also
with comments of RETMA.

Adler reported that for the past year-and-a-
half it has been conducting experimental work
in low power tv. The company said it has re-
ceived a large number of inquiries from existing
tv and am stations, dealers and others interested
in establishing low-powered tv stations for the
purpose of extending tv service into areas not
now being served adequately. The majority of
such inquiries come from the Pacific Coast and
the Northwest area, Adler said.

The need for a receiver-to-transmitter relay
link to be owned and operated by a low power
tv station for satellite operation where these
stations cannot be located to pick up an orig-
inating stations signal was emphasized by Adler.
This might be achieved through use of uhf tv
equipment operating in unused uhf tv channels
or standard microwave relay equipment operat-
ing in the microwave relay channels reserved
for tv studio transmitter link service, Adler said.
The high cost of common carrier to do this will
act as a deterrent to the development and
growth of low power tv, Adler reported.

In his comments to the FCC, Gus Zaharias,
president of WTIP Charleston, W. Va., be-
lieved it would be in the public interest to al-
low such use of the vhf band on a case-by-case
basis. Mr. Zaharias noted that if there is to
be a competitive tv service the FCC must re-
vise the rules under the Sixth Report and
Order. Mr. Zaharias noted that drastic meas-
ures are needed to reduce the present "monop-
olistic" complexion of tv and recommended the
allocation of additional tv facilities. He deemed
it unwise to restrict low power tv use to areas
in a particular population bracket, as this
would be assuming that areas above that
bracket are receiving adequate tv service. Mr.
Zaharias said that under the present structure
there are not only small towns without tv

facilities, but that in larger cities where all the
service is provided by one or two stations,
there is so much preoccupation with network
programming that local tv becomes of minor
significance and facilities for local expression
are limited or non-existent.

Meanwhile, Seward Community Tv Inc.,
holder of franchise agreements with principals
in Seward and Kenai, both Alaska, filed com-
ments opposing the FCC proposal. Neither
Seward, with a population under 6,000, and
Kenai, under 3,000, can support an allocated tv
station, the comment noted. Seward Com-
munity said that the programming require-
ments of Seward and Kenai are different, and
where local interest indicates a willingness and
ability to serve these needs they should be
given priority over any possible extension-by-
satellite, owned or controlled by a high-pow-
ered parent station.

FCC Seeks Comment on AT&T
Off-the-Air Service for Tvs

THE FCC last week asked for comments on
the AT&T's plans to provide off-the-air serv-
ice for tv stations in remote areas of the coun-
try [B»T, Feb. 28]. The Commission set April
29 as the deadline for comments.

The AT&T proposal — which came after
many complaints that the telephone company's
intercity connection charges were excessive —
offers to bring a network outlet's signals to a
small station via off-the-air relay. Each "con-
nection" will be individually priced, AT&T
said, with prospective savings of about half
of that for direct interconnection at distances
from 100 to 125 miles. The greatest savings
over charges for direct interconnection, AT&T
said, would be for the longer distances.

Each individual station would have to make
its own arrangements with a network and the
nearest network affiliate, the telephone com-
pany said. It also warned that it did not think
the quality of the off-air system would be as
good as that of the direct connection service.

The AT&T off-the-air pickup plan came fol-
lowing an FCC proposal that tv operators in
small, remote areas should have the right to
build and operate their own tv relay systems.
The Commission's proposal received virtually
overwhelming support from broadcasters com-
menting [B»T, Nov. 15, 1954]. The FCC has
not yet made a final decision on that proposal.

Satisfied

ONLY 1 1 % of AT&T's intercity tv con-
nections are being shared, the FCC's
Common Carrier Bureau told the Com-
mission last week in a petition to dismiss
the five-year-old investigation of the
Bell System's allocation of tv facilities
among the networks.

Apparently all service requirements are
being met satisfactorily, the Common
Carrier Bureau said. Thus, the proceed-
ings should be closed.

The investigation began in late 1950
following complaints by DuMont Tele-
vision Network and ABC that they were
being "frozen" out of intercity tv circuits
because of the heavier demands for
NBC and CBS programs. Before the
hearings began, all networks and AT&T
evolved a plan for allocating circuits
which were approved by all concerned.
This worked on a formula involving sta-
tion requests and a revolving position
each month for first choices.

FCC DEFENDS ITS
FT. WAYNE RULING

STOUT defense of its decision in the Fort
Wayne ch. 69 case was made by the FCC last
week.

In a brief filed with the U. S. Court of Ap-
peals in Washington, the Commission insisted
that it was justified in denying James R. Flem-
ing and the late Paul V. McNutt (Anthony
Wayne Broadcasting) and granting the uhf
channel to WANE Fort Wayne.

The FCC, overruling the examiner, decided
that WANE was better qualified on the issues
of local diversification of the media of com-
munications. It also held that Mr. Fleming
and Mr. McNutt are controlling trustees of the
Fort Wayne Journal Gazette, which in conjunc-
tion with the Fort Wayne News Sentinel
(WGL), requires "forced" combination adver-
tising rates for classified and national advertis-
ers. This makes the qualifications of the An-
thony Wayne owners questionable, the Com-
mission held.

Anthony Wayne, in its brief argued that the
Commission held erroneously since Mr. Flem-
ing and Mr. McNutt could not breach the con-
tract between the two papers in establishing
joint mechanical and business operations. It
also held the practice of combination newspa-
per rates is not illegal [B»T, Feb. 7].

The Commission said:

"That the Commission may take into con-
sideration the responsibility of an applicant
for competitive practices which, while perhaps
not in violation of law, are nevertheless incon-
sistent with long established public policy of
the United States in favor of competition, is
beyond question."

Antitrust Study Asks
Curb on Regulation

IMPLIED call for regulatory agencies to lessen
their hold on the industries they oversee — in
order to promote competition — was made by a
special antitrust study committee to the Attor-
ney General last week.

In a chapter on regulated industries, the 60-
man committee of attorneys and economists
endorsed competition "as the major rule in our
private enterprise economy."

With an obvious eye on price fixing, rate
regulation, etc., the committee added:

"The committee notes an apparent trend to-
ward . . . government control. We call at-
tention to the fact that such regulation tends
to beget further regulation. For if one industry
is regulated then it may be urged that its com-
petitors should, in fairness, also be regulated

Although broadcasting was not mentioned by
name — the committee was more concerned with
railroads, motor carriers, airlines and other
such regulated industries — it is a regulated
industry operating under the eye of the FCC.

In general, the committee made the follow-
ing recommendations among others:

• Repeal of the fair trade laws. This would
free many products — including radio and tv re-
ceivers — from producer-fixed prices.

• Raise from the present $5,000 to $10,000
the maximum penalty for antitrust violations.

• Give judges discretion to award less than
treble damages in private antitrust suits.

Proof that members of a trade association
participated in a conspiracy violating antitrust
laws should be required, the committee de-
clared. "Blanket findings" based on mere guilt

Broadcasting • Telecasting

April 4, 1955 • Page 69

by membership should be avoided, the com-
mittee said.

The committee was appointed by Attorney
General Herbert Brownell Jr. last fall.

Few, if any, antitrust actions have been in-
stituted against broadcasters. However, some
manufacturers affiliated with broadcast net-
works and stations have been involved in such
litigation. They are RCA, General Electric and
Westinghouse, among others. At the present
time, RCA has been charged with violation of
the antitrust laws by the Dept. of Justice and
in a private suit by Zenith Radio Corp. (see
stories on pages 86-87). The broadcaster-
owned Broadcast Music Inc. also is the de-
fendant in a $150 million antitrust suit filed by
the Songwriters of America late in 1953.

Senate Hears FCC
Request For $85,000

Commission executive officer
Robert Cox points up agency's
need for salary finances and
indicates curtailed spending
on other normal activities.

THE SENATE Appropriations Committee last
week heard testimony on a House-passed sup-
plemental appropriations bill (HR 4903) to
give $85,000 to the FCC to continue its work
on tv applications and other backlogs and to
maintain its staff at the present average of
1,030 persons through June 30, end of the
1955 fiscal year.

Robert Cox, FCC executive officer, told the
Senate group that the FCCs budget for fiscal
1955 was $700,000 less than that for fiscal
1954.

The FCC requested a reduced budget for this
year, he said, in anticipation of "a situation
which didn't materialize." He referred to the
FCCs "attrition policy," which didn't work out.

Mr. Cox explained that the FCC attrition
plan was to replace departing employes only
when necessary. But the tightened job situa-
tion caused fewer employes than normally to
quit and the FCC had to do some recruiting to
fill important vacancies left in its Field Moni-
toring Bureau, he said.

Mr. Cox said the FCC could balance its
books only by "a couple of payless days," un-
less the $85,000 is approved. He said the FCC
has frozen its spending on items other than
salaries; that the FCC chairman is being "hard-
boiled" about traveling expenses, and that the
Commission is not carrying through its plan to
purchase six more automobiles authorized for
field monitoring.

Answering a question from Sen. Spessard
Holland (D-Fla.), Mr. Cox blamed delays and
time lapses in some FCC cases on the Admin-
istrative Procedures Act.

He said the FCC still has three of six tem-
porary hearing examiners hired to help reduce
the applications backlog. The regular num-
ber of examiners is around 11. All of the six
temporary examiners were kept into the 1955
calendar year, he said.

Although the FCC received $300,000 extra
for fiscal 1954, there were "strings" tied to it
which made it "difficult to operate," Mr. Cox
said, referring to the delays under the Admin-
istrative Procedure Act. He said the FCC turned
back a total of $440,000 for that year because
"we didn't want to spend the money just for
the sake of spending it."

Mr. Cox made the statements about the
money turnback in reply to questions from Sen.
Allen Ellender (D-La.) "It just doesn't add
up," Sen Ellender had said.

HOUSE APPROVES FUNDS FOR FCC STUDY
OF ECONOMICS IN NETWORK RADIO-TV

Appropriations bill earmarks $80,000 for the project. Bill now moves

to Senate Appropriations Subcommittee, chairmanned by Sen. Mag-

nuson, who is investigating networks, plus uhf-vhf problems.

network study compares with $100,000 sug-
gested by FCC members during the February
hearing [B»T, March 28]. FCC spokesmen said
the probe would take a minimum of six months.

THE FCCs ambition of several years' standing
— to study the economics of radio and tv net-
works — was a possibility instead of a dream
last week as the House passed an appropria-
tions bill earmarking $80,000 for that purpose
in the agency's fiscal 1956 budget.

The House's approval of the Independent
Offices Appropriations Bill (HR 5240) came
Wednesday after a House Independent Offices
Appropriations Subcommittee had submitted the
bill boosting by $170,000 the $6.7 million FCC
budget recommended by the President.

FCC made its plea for more money last
Feb. 17 at a closed hearing before the House
Appropriations subcommittee, headed by Rep.
Albert Thomas (D-Tex.). Balance of the
$170,000 increase — $90,000 — is to continue
efforts "in eliminating the backlogs of work
in television and radio and special services
activities," particularly in tv.

The new $6,870,000 FCC budget, as passed
by the House and which now goes to the
Senate, represents a boost of $240,600 over the
agency's budget for fiscal 1955.

The increased FCC budget was submitted
over the previous weekend to the full House
Appropriations Committee, headed by Rep.
Clarence Cannon (D-Mo.), and was reported
on the House floor Monday.

Meanwhile, the Senate Appropriations Com-
mittee, to which the 1956 appropriations bill
will be referred when it reaches the Senate,
last week heard testimony from an FCC spokes-
man on a fiscal 1955 supplemental funds
measure (HR 4903) which would give the
FCC $85,000 to continue work on the backlog
and maintain its present strength of some 1,030
employes until July 1 (see story this page).

Would Add 27

A table submitted by Rep. Thomas during
debate Wednesday on the 1956 appropriations
bill showed a projected increase of FCC per-
sonnel, under the proposed $170,000 budget
boost, to 1,057 employes — or 27 more than
present strength, including additional staff
people for the FCC network study.

These figures do not take into account some
50 to 60 additional FCC employes who work
on reimbursable projects and who thus are paid
from separate funds. These additional funds
would run from a fourth to a third of a million
dollars, according to Robert Cox, FCC execu-
tive officer.

It has been felt the FCC may be in for some
searching questions when the bill reaches the
Senate Appropriations Committee. The bill will
go for hearing to that group's Independent
Offices Appropriations Subcommittee, which
is headed by Sen. Warren G. Magnuson
(D-Wash.). As chairman of the Senate Com-
merce Committee, Sen. Magnuson is conducting
an investigation of the networks and the uhf-vhf
situation, and may want to know whether the
FCC study will in any way duplicate the Com-
merce Committee's probe.

A spokesman for Sen. Magnuson, however,
said last week the Washington Democrat is
likely to be friendly to FCC funds increase.
He said Sen. Magnuson feels the FCC has been
too long on a "bread and water" diet imposed
on the agency by the Executive Branch's Bureau
of the Budget recommendations.

The $80,000 approved by the House for the

The Commission has requested funds for such a
study every year since 1951.

There were varying views last week at the
FCC on who should conduct the study, how it
should be conducted, how soon it would start
and how long it would take.

One spokesman felt there is much the FCC
can look into which the Senate Commerce
Committee cannot, but thought there should be
liaison between the FCC and Senate probers to
eliminate unnecessary duplication that would
waste money.

FCCs task would be a "study," not an "in-
vestigation," he thought, since FCC is not going
to prosecute anyone as it usually is thought of
in connection with an investigation. He felt
FCC should carry out the study both by ques-
tionnaires and by going to a station's files to
look over its records. Since everyone knows
the problems (uhf troubles in getting network
affiliations; option time, program syndication
by networks, etc.), the end to be accomplished
will be to get at the details and learn the whys
and wherefores, he believed.

He felt new people — qualified experts —
should be hired to do the job.

Another spokesman was against question-
naires or public airing of station problems, be-
cause, he said, station operators would be
afraid to go on record with their true views. He
felt FCC should send investigators to the sta-
tions to look over files for factual situations.

This official thought the FCC might contract
a private law firm, one not now in the com-
munications field, to conduct the study.

FCC Comr. Robert E. Lee felt a network
study by FCC would be in more expert hands
than in Congress and thought FCC should
assume the "leadership" in such an undertaking.
He thinks the FCC, as its first step after receiv-
ing funds, should select 8 or 10 expert staff
people and assign them to the study, hiring
extra outside help if necessary.

Comr. Lee thinks the FCC study should
begin with a detailed questionnaire to networks.
He believes the study would take 90 days to get
underway and about a year to complete.

Although Comr. Lee does not feel a probe
will turn up any serious evils, he believes the
FCC should review the problems and air them.

Comr. Frieda B. Hennock was flatly against
a network study by the FCC, feeling that the
Commission is too susceptible to industry in-
fluence. It was understood she is much more
favorable toward a probe by the Senate, with
no holds barred, believing this is the only cer-
tain way to get at the bottom of the problem
and obtain legislative correction. Comr. Hen-
nock didn't feel that FCCs chain broadcasting
or any other Commission rules are adequate,
and she already is on record in this respect.

She said the FCC never has acted on the pro-
test filed in 1947 against CBS by National Assn.
of Radio Station Representatives (NARSR)
that the network was entering the spot repre-
sentation field [B«T, Oct. 6, 1947]. She recalled
that a hearing was held, but that FCC never
took any action.

Page 70 • April 4, 1955

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Page 72 • April 4, 1955

Broadcasting • Telecasting

SALANT, PLOTKIN DEBATE TV VIEWS

CBS vice president and former
Senate commerce counsel de-
bate problems of option time
and de-intermixture at Federal
Communications Bar Assn.
luncheon in Washington.

A WARNING that adoption of the Plotkin
proposal that network option time be abolished
[B*T, Feb. 7] might mean the death of tele-
vision networking was sounded last week by
Richard S. Salant, CBS vice president.

Mr. Salant made his prediction in a debate
with Harry M. Plotkin, author of the report
bearing his name, before members of the Fed-
eral Communications Bar Assn. at a luncheon
meeting in Washington.

Conversely, Mr. Plotkin warned that unless
a solution is found to the uhf problem, net-
works may become common carriers through
legislation.

Television networking is big business, Mr.
Salant said. It has to be because it has to use
"acres of studios, of storage space for props,"
a large working force and millions invested
in equipment, Mr. Salant pointed out. Yet, he
admonished, a "nice" profit can be turned into
a huge loss in a hurry "by just a couple of can-
cellations."

The real "touchstone," Mr. Salant pointed
out, is public opinion.

"The public has placed a greater stamp of
approval on the tv industry than on any other
industry," he said. Tv and the networks live
in a goldfish bowl and have got to operate
in the public interest, he added.

The problems are internal, Mr. Salant em-
phasized. The solution must come from within
the industry rather than from the outside
through regulation or legislation.

"We must be careful," he said, "that we
don't throw the baby out with the bath water."

Small Station Problem

Basically, Mr. Salant said, the uhf prob-
lem is the problem of small stations.

Before any move is made against present
network practices, Mr. Salant said, two ques-
tions have to be answered:

Do you want networks? And, have they
done more harm than good?

This, after all, Mr. Salant said, involves
"only five hours and 28 minutes a day."

Mr. Plotkin, former FCC assistant general
counsel, held that the answer to the uhf eco-
nomic plight lay in assuring a greater source
of programs and making affiliates more inde-
pendent of networks.

He said that where there are three or more
tv outlets in a single market, stations become
"subservient" to the networks.

Abolition of option time would permit sta-
tions to assert their freedom from network
domination, Mr. Plotkin said.

Present network practices, Mr. Plotkin said,
mean that when a station has a national spot
account in option time, the network can pre-
empt the time on 56 days notice. Even on
non-option time, the station generally will ac-
cede to a network's request for time, Mr. Plot-
kin said. This does not give stations enough
stability to build up non-network programming
and advertising, he said.

Mr. Plotkin also repeated his convictions
that moving all tv to uhf was perhaps the most
logical move, but not feasible. The 30 mil-
lion sets now in existence would mean an "ex-
tensive dislocation" which might ruin tv, he
said. Among other things, he pointed out,

moving all tv stations to uhf would mean that
present fringe viewers would lose service al-
together.

Mr. Plotkin also frowned on de-intermixture.
Where there is no vhf station on the air, he ex-
plained, it might be possible. Otherwise, de-
intermixture would also result in dislocations.

Deletion of the excise tax on all-channel tv
receivers would help, Mr. Plotkin said. It
would bring price parity to vhf and uhf sets,
he said.

In answer to a question from the floor sug-
gesting the equalization of vhf and uhf by re-
ducing vhf power and antenna heights and
mileage separations, Mr. Plotkin said that he
did not believe shrinking service areas would
benefit stations. It would mean the loss of ad-
vertising support, he said, and result in poor
programming.

SALANT AND PLOTKIN

SPOKESMAN for the accused says the ac-
cuser's plan would kill tv networking.

L'HEUREUX SEEN
AS GOP COUNSEL

Attorney, now counsel on Sen-
ate Commerce Committee's
staff, is considered Bricker's
choice to head minority side of
network, uhf-vhf probe.
SPECULATION on the appointment of Rob-
ert L'Heureux, counsel on the Senate Com-
merce Committee's professional staff, as Re-
publican counsel for
■■■■■■ the committee's in-
vestigation of net-
I work and uhf-vhf
W | troubles gained in-

|| 3 creasing currency

last week.

Although no offi-
cial announcement
had been made by
late Thursday, it
was understood Mr.
L'Heureux had been
chosen to represent
GOP committee
members by Sen.
John W. Bricker (R-Ohio), the group's ranking
Republican and its chairman in the 83d Con-
gress.

Mr. L'Heureux has been with the commit-
tee since the opening of the 83d Congress in
1953, when he joined as chief committee coun-
sel under the chairmanship of the late Sen.
Charles Tobey (R-N.H). Mr. L'Heureux, also
from New Hampshire, moved to the Commerce
Committee from the Senate Banking & Cur-
rency Committee, where he also had served as
chief counsel.

He became counsel for the committee's Busi-
ness & Consumer Interests Subcommittee
upon the death of Sen. Tobey in 1953 [B«T,
July 27, 1953]. In the 84th Congress he has
performed various committee jobs in behalf of
Sen. Bricker and other GOP committee mem-
bers.

Mr. L'Heureux also has served as counsel
to the Joint Congressional Committee on De-
fense Production. He is a graduate of St.
Anselm's College, Manchester, N. H. (1934),
and the Georgetown U. (D.C.) Law School
(1938). He holds master's degrees from George-
town U. and George Washington U. (D.C.) and
a Litt. B. from the U. of Montreal.

Meanwhile, Sidney Davis, who had been
named the week before as Democratic counsel

MR. L'HEUREUX

for the committee's network probe by Chair-
man Warren G. Magnuson (D-Wash.), officially
assumed his new duties last week. He indicated
no announcement would come until after the
Senate's jJaster recess (April 5-12, inclusive)
concerning the date the committee's upcoming
hearings will begin.

Coordinating the network probe will be
Nicholas Zapple, the committee's professional
communications counsel.

Upon his appointment, Mr. L'Heureux would
succeed Robert F. Jones, former FCC com-
missioner and former Ohio congressman, who
served as GOP counsel for the probe from its
preliminary phase last summer until last Feb-
ruary, when he submitted a progress report on
his findings [B«T, Feb. 21]. Mr. Davis suc-
ceeds Harry M. Plotkin, former FCC assistant
general counsel, who likewise left the post of
Democratic counsel for the inquiry upon sub-
mitting a memorandum of suggestions [B«T,
Feb. 7].

The FCC and the Justice Dept. are scheduled
to testify at the coming hearings on the recom-
mendations of Messrs. Jones and Plotkin. The
two agencies also have been asked to make
interim reports, with final reports in six months.

Senate Passes Over Rule
To Give Witness Tv Choice

A RESOLUTION entitling a witness in a Sen-
ate committee hearing to object to being tele-
vised was passed over by the Senate last week
on a call of the calendar.

The resolution (S Res 17) would permit a
witness to object to being televised on grounds
of distraction, harassment or physical discom-
fort, with committee members present ruling
on his request.

The measure was passed over upon the re-
quest of Sen. Alan Bible (D-Nev.) Monday on
a call of the calendar. It would amend Rule
XXV of the Senate's standing rules.

S Res 17 was based on recommendations
made by a Senate Rules Subcommittee in Jan-
uary [B«T, Jan. 10] after hearings during the
83d Congress on overhauling Senate committee
procedures. The subcommittee, under chair-
manship of Sen. William E. Jenner (R-Ind.)
during the 83d, also recommended a study of
the practicability of installing modern facilities
on Capitol Hill for radio-tv and other coverage
of committee hearings.

During last year's hearings [B«T, July 5,
1954, et seq.], radio-tv broadcasters rallied
strongly to the defense of their media's rights
[B*T, Aug. 9, 1954].

Broadcasting • Telecasting

April 4, 1955 • Page 73

— — — — — — — GOVERNMENT

COMR. LEE URGES SELF-POLICING

He tells Tennessee broadcast-
ers the FCC receives com-
plaints of excessive and/or
lengthy commercials, bait-and-
switch advertising and bad
taste programming.

CALL for radio and tv operators to be militant
in self-policing, rather than allow the task to
fall to the FCC or some other government
agency, was voiced last Monday by FCC Comr.
Robert E. Lee in a talk before the Tennessee
Assn. of Broadcasters at Nashville.

Complaints received by FCC now fall into
three categories, he said, listing them as ( 1 )
excessive commercials, both as to number and
duration, (2) bait-and-switch advertising and
(3) bad taste programming. Although noting
"that a clamor from a militant minority can
frequently create an impression of a serious
problem that may or may not exist," Comr.
Lee urged "serious self appraisal of where we
stand today in the delicate matter of program-
ming the public interest."

As to excessive commercials, Comr. Lee per-
sonally said he would not object *to "99.4%
commercially sponsored time, but I do object to
an unreasonable amount of the broadcast hour
being devoted to the sales pitch." He warned
that the practice is harmful because it drives
listeners away until all are gone, followed by
the advertiser.

"You have no solution when you cram more
and more commercials down the throats of
fewer and fewer listeners," he said. "It would
be infinitely better to redouble efforts to im-
prove programming, thus capturing more au-
dience and hence more advertising."

Although bait-and-switch advertising is of
primary concern to the Federal Trade Commis-
sion, Comr. Lee noted, FCC "cannot ignore
this type of advertising and, as one member of
the Commission, I condemn it."

'Bad Taste' Responsibility

Comr. Lee said bad taste programming "does
not give me personally the problem it does
others. As a father of three, there are some pro-
grams I would prefer my children not to watch.
I admit that there are bad programs on the air
— there are bad books, too. By and large, how-
ever, I do not believe broadcasters are con-
tributing to juvenile delinquency through pro-
gramming.

"In order to have heroes you must have vil-
lains. The Indian has scalped the cowboy since
time immemorial without prostituting the na-
tion. Robin Hood was something of a com-
munist in endeavoring to spread the wealth by
stealing from the rich to give to the poor. Jack
and the beanstalk was a real delinquent who
disobeyed his mother, ran away, killed his
neighbor, stole his property and returned in
triumph to share his ill-gotten gains with his
mother for a happy remaining life."

Mentioning the colorcast of Macbeth as "one
of the finest tv productions I have seen to date,"
Comr. Lee said he was not aware of any com-
plaints "on the horrible sights enacted. Most of
the Commandments were broken in this play
with vivid action."

Comr. Lee hesitated in defining FCC's re-
sponsibility in such problems because "the
line between public interest and censorship is
dangerously close."

"If we deny a station the right to broadcast
horse-race odds as an aid to gambling, are
we not in effect censoring?" Comr. Lee asked.
"I do not know where public interest leaves
off and censorship begins, but if I ever have to

make the decision I would probably take a cal-
culated risk and refuse to censor, since I am
well aware of the dangers to the American way
of life that such a step could lead."

In respect to license renewal policy and
"overall program review," Comr. Lee said,
"continued abuse by broadcasters of their pub-
lic service responsibility may bring us closer to
a semblance of censorship that we all want to
shun. Don't force the FCC to enter this danger-
ous area."

WKAT FAVORED
FOR MIAMI CH. 10

THIRD commercial vhf tv station for Miami
came in prospect last week as FCC Examiner
Herbert Sharfman issued his initial decision pro-
posing to grant ch. 10 there to A. Frank Katzen-
tine's WKAT-AM-FM Miami Beach. The ex-
aminer would deny competitive bids by L. B.
Wilson Inc. (WCKY Cincinnati), North Dade
Video Inc. and Public Service Television Inc.
(National Airlines).

Already operating at Miami are ch. 4 WTVJ
(TV) and George B. Storer's ch. 23 WGBS-
TV. Initial decision to grant ch. 7 to Biscayne
Television Inc. (merger of WIOD and WQAM)
is awaiting final ruling by FCC. Permits for
ch. 33 WMFL (TV) and educational ch. 2
WTHS-TV are outstanding.

In a detailed comparative analysis of the four
applicants, Examiner Sharfman concluded that
WKAT has a "clear lead in the composite con-
sideration of local ownership, civic participation
and integration of ownership and management.
When this is coupled with the assurances of
operation in the public interest inferable from
its long past broadcast record as a whole, it is
apparent that the greater likelihood it offers of
fulfilling its promises are a formidable chal-
lenge to any competitor who would try to over-
take it."

The examiner noted that "the other appli-
cants are not without virtures of their own, as
WKAT itself recognizes. Wilson is a broadcast
licensee of long standing, and while its Cin-
cinnati programming is subject to criticism
[commercial percentage at night], it was felt
that traits of character exhibited by its operators
justified a conclusion that reliance could be
placed upon its proposals here. It made an
admirable preparatory effort.

"Unfortunately for it, however, its one real
link with the Miami area was broken when Mr.
[L. B.] Wilson died, and the assurance it offers
cannot be held to measure up to those of
WKAT, enjoying the advantages alluded to."

North Dade, headed by steel fabricator
Frank Brysen, and including as vice president-
manager, Walter Compton, tv consultant and
former manager of WTTG (TV) Washington,
also could not match WKAT's merits, the
examiner concluded.

"North Dade is a group of nine local ama-
teurs and one professional. That it hopes to
break into the glamorous field of television is
not in itself to be held against it, as the way is
open to any qualified applicant, veteran or new-
comer," Mr. Sharfman wrote. "It merits recog-
nition, apart from local residence and attendant
factors, because of the television experience of
its 10% stockholder and proposed general man-
ager, a fact which also entitles it to a slight pref-
erence point on staffing. But it, like Wilson,
falls short of equaling the appeal of WKAT."

The examiner pointed out that although Pub-
lic Service "is a newcomer to the field," it is
wholly owned by National Airlines, "a corpo-

ration with deep local roots, with principals
intimately identified with Florida and the Miami
area. Its parents's primary business, however, is
not radio or television, but air transportation. |
Its management team is accustomed to regula-
tion, though there were signs on the record of I
this proceeding that it is occasionally restive !
and demands a free rein."

Considering the resemblances between the
two fields as "superficial," the examiner felt that
"with the best will in the world, success in one
field does not automatically promise equal suc-
cess in the other. Accordingly, though full
weight is accorded National Airlines' record as
an air carrier . . . it's total qualifications as a f
television applicant do not equal those of
WKAT, already revealed in its long broadcast- j
ing record in the community, an operation sub-
ject to the jurisdiction of this commission."

The examiner explained "the preference
which has been accorded WKAT in the pre-
ceding discussion survives despite the fact that
in one or two program categories its proposals
did not come up to its opponents." The ex-
aminer also refused to disqualify WKAT be-
cause of onetime horse-race programs aired by
the station.

FCC Defends Decision
In Allentown-Easton Case

DEFENSE of the Court of Appeals' decision
in the nine-year-old Allentown-Easton, Pa.,
1230 kc case was submitted to the Supreme
Court last week by WHOL Allentown.

The court is expected to hear argument on
the case the week of April 18.

WHOL held that the FCC was wrong in de- j
ciding the Allentown-Easton radio hearing on t
the ground that Easton needed a new station
more than Allentown did. WHOL claimed that
the Communication Act requires a full hearing
on all comparative issues.

It also charged that the FCC's grant to
Easton Publishing Co. — overturned last summer
by the U. S. Court of Appeals in Washington —
permitted an overconcentration of control of
the media of communications and was based
on "tainted" testimony. It also declared that
Easton Publishing Co.'s program proposals
were "shrouded in uncertainty."

Easton Publishing Co. owns the Easton Ex-
press and is the licensee of ch. 57 WGLV (TV) i
Easton.

The FCC erred further, WHOL said, in over-
ruling the examiner's findings based on the de- i
meanor of witnesses.

Following a hearing with three other appli- j
cants, what is now CBS-affiliated WHOL, began
operating on 1280 kc in Allentown. This deci-
sion was appealed by Easton and sustained by [
the courts. A second hearing was held in 1951, j
which resulted in the examiner proposing to
affirm the grant to WHOL. The Commission,
however, reversed the examiner and issued a !
final grant to the Easton applicant. WHOL
then appealed and again the appellate court
remanded the case to the Commission. It is this
decision which the FCC appealed to the Su- !
preme Court.

Earlier this month, the Commission told the 1
Supreme Court that the lower court was apply- .
ing its own judgment on policy for the Com-
mission's [B«T, March 7]. It also claimed that
the court misunderstood a high tribunal deci-
sion regarding the right to overrule an exam-
iner's judgment regarding witness' demeanor.

Earlier last month, the Supreme Court re- I
fused to permit the Easton Publishing Co. to f
intervene in this case.

Page 74 • April 4, 1955

Broadcasting • Telecasting

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GOVERNMENT

Three Am CPs, Two Switches
Among Authorizations by FCC

NEW standard stations at Clifton, Ariz., Camp-
bell, Ohio, and Madison, Ga., were authorized
by the FCC last week.

A 250 w fulltime outlet on 1450 kc at Clif-
ton was granted to Henry Chester Darwin, do-
ing business as Darwin Bcstg. Co. Mr. Darwin
is owner of KPAS Banning, Calif.

A 250 w daytimer on 1570 kc at Campbell
went to Myron Jones, president-majority stock-
holder and general manager of WJET Erie,
Pa. Grant is subject to such interference as
may be caused by the proposed operation of
WAKU Latrobe, Pa., which is to increase its
power to 1 kw on 1570 kc.

At Madison, a new 1 kw daytime on 1250
kc went to David Leonard Hitchcock, owner
of a local electrical appliance company.

Also, the FCC granted authority to WKOZ
Kosciusko, Miss., to change from unlimited
250 w operation on 1340 kc to daytime opera-
tion with 5 kw on 1350 kc. KWEW Hobbs,
N. M., was granted change in its facilities from
250 w unlimited operation on 1490 kc to 1480
kc with 1 kw fulltime, utilizing a nighttime
directional array.

Meanwhile, by memorandum opinion and
order, the FCC granted petitions of WWNH
Rochester, N. H., and WVDA Boston, Mass.,
for reconsideration of the Commission's action
of last January granting without hearing the
bid of Granite State Broadcasting Co. for a new
5 kw fulltime am station at Dover, N. H., on
1270 kc, directional antenna. FCC postponed
the effective date of the Granite State grant
pending final determination of hearing to be
held April 27.

By separate order, the FCC dismissed the
protest of WHK Cleveland, Ohio, for recon-
sideration of the Commission's grant without
hearing of the application of WCED Dubois,
Pa., to change its daytime directional pattern.

Industry Testimony Invited
On Campaign Funds Hearing

REPRESENTATIVES of the networks and
NARTB have been invited to testify at hear-
ings in Washington April 12-13 by a Senate
Elections Subcommittee on a bill to boost
campaign expenditures for elections of Presi-
dents and congressmen.

The bill (S 636), introduced by Sen. Thomas
C. Hennings (D-Mo.), subcommittee chairman,
would boost national committee spending dur-
ing presidential elections from $3 million to
$12.3 million and would set similar upward
ceilings for candidates for senator and repre-
sentative [B*T, March 28].

WSPA-TV Move Protests
To Be Heard April 25

HEARING on protests against the move of
the ch. 7 transmitter of WSPA-TV Spartanburg,
S. C, to Paris Mt., 5 X A miles outside Green-
ville, S. C, will be held April 25, the FCC an-
nounced last week.

The Commission acted following an appeals
court ruling that protestants ch. 23 WGVL
(TV) Greenville and ch. 40 WAIM-TV An-
derson, S. C, must be given a hearing on their
objections to the WSPA-TV move [B*T,
March 28].

The uhf stations charged that the WSPA-TV
move was dictated by its desire to secure a CBS
affiliation. At its original site, Hogback Mt., the
Greenville and Anderson stations said, WSPA-
TV would overlap coverage with CBS-affiliated
WBTV (TV) Charlotte, N. C. This would pre-

vent WSPA-TV from securing a CBS affilia-
tion, they said, and it was for this purpose that
the Paris Mt. site was chosen.

WSPA-TV received its grant in 1953 with
its transmitter on Hogback Mt. Early in 1954,
it asked the FCC for permission to begin tem-
porary operation on Paris Mt. This was op-
posed by the Greenville and Anderson stations
and after a court-directed stay order, WSPA-
TV dropped its temporary authority and asked
for a permanent move to Paris Mt. After the
FCC granted this, further court appeals were
taken by the two uhf stations. Two weeks ago,
the court ruled that the FCC must allow the
protestants to plead their cases in an administra-
tive hearing.

Hearings Set This Week
On Tv-Delinquency Tie-up

THE SENATE Juvenile Delinquency Subcom-
mittee has set hearings for Wednesday and
Thursday this week on television programming
as possible factors in juvenile delinquency.

The hearings will be held from 10 a.m. to
noon both days, tentatively in the old Supreme
Court Room of the Capitol Bldg., according to
James H. Bobo, chief counsel.

Chairman Estes Kefauver (D-Tenn.) has in-
vited all the tv networks and NARTB to send
representatives for testimony. He said the hear-
ings will be open to radio-tv coverage.

Witnesses scheduled by last week for the
hearings, which may run over into a third day,
were: Wednesday — Prof. Dallas Smythe, Illi-
nois U. Institute of Communications Research;
Dr. Eleanor E. Maccoby, Harvard U. social
relations department; Dr. Ralph Banay, Co-
lumbia U. research psychiatrist; Harold Fel-
lows, president, and Edward Bronsbn, Tv Code
affairs director, both NARTB. Thursday — FCC
Comr. Frieda B. Hennock; Dr. Paul Lazars-
feld, Columbia U. sociology department; Wil-
liam A. Wood, station manager, educational
WQED (TV) Pittsburgh.

Messrs. Fellows and Bronson will make a
progress report on what NARTB has done in
stepping up its monitoring program and in in-
creasing its Tv Code staff.

Merchandising Tie-ins
Under Scrutiny of FTC

THE Federal Trade Commission has under in-
vestigation merchandising tie-ins, on local ra-
dio and tv stations, that tend to discriminate
against other advertisers in the same market.

This was revealed by FTC Chairman Edward
F. Howrey before a House appropriations sub-
committee last February. The extent of the
probe was not made public, but Chairman
Howrey did cite two general situations — one
involving food processors or manufacturers and
the other manufacturers of drug products.

In the first case, local radio or tv stations
have afforded "free advertising" to local retail
chains on condition that they make available
space for display and promotional services on
behalf of an advertising food processor or
manufacturer. Through this tie-in between
national advertising and local retail store dis-
plays, the FTC claims, manufacturers may be
providing advertising and promotional facilities
which discriminate against competitors of the
chain stores that receive the benefits of the
arrangement.

The second case involved a group of drug
chains that brought pressure upon drug manu-
facturers to purchase time on a national tv
program, with the manufacturers bearing the
major burden of the cost. The drug chains
sponsored the show cooperatively on local
stations.

Tulsa Competitors Charge
KTVX (TV) Misrepresentation

CHARGES that KTVX (TV) Muskogee was
misrepresenting itself as a Tulsa station were
made by KOTV (TV) and KVOO-TV Tulsa
in complaints filed with the FCC last week.

The two Tulsa stations asked the Commis-
sion to issue cease and desist orders to pre-
vent ch. 8 KTVX from continuing the alleged
practices. They also asked that the Muskogee
station be set for hearing if it persisted in
identifying itself as a Tulsa station.

Gist of the complaints by the two Tulsa vhf
stations are as follows:

That in its advertising and promotion, KTVX
is identifying itself as a Tulsa area station or as
a Muskogee-Tulsa station. That KTVX is omit-
ting mention of its location in Muskogee in
station identifications and that it implies it is a
Tulsa station by mentioning its ownership by
Tulsa Broadcasting Co. (KTUL). That it is
advertising heavily in Tulsa newspapers, but not
at all in Muskogee newspapers. That a Tulsa
address is given for the station in some of
its trade advertising. That in some commer-
cials, listeners are urged to write the station,
at a Tulsa box number. That in its trade pro-
motion it is exaggerating its coverage of eastern
Oklahoma.

Other charges alleged that KTVX plans to
build its studios in Tulsa and that it boasts of
its tie with Griffin Grocery Co., and uses this
connection possibly in restraint of trade.

Similar allegations were made last year by
then operating ch. 23 KCEB (TV) Tulsa. The
Commission held that the charges were made
prematurely, since KTVX had not yet begun
operating.

Robert S. McCaw Wins Grant
For Yakima, Wash., Ch. 23

NEW tv station on ch. 23 at Yakima, Wash.,
was granted by the FCC last week.

The station is owned by Robert S. McCaw,
doing business as Chinook Tv Co. Mr. McCaw
is president and one-third owner of K.YAK
Yakima, KALE-AM-FM Richland, and KLAN
Renton, all Washington, and also is 10% owner
of Harbor Tv Corp., community tv system at
Aberdeen.

The new tv station will operate with an
effective radiated power of 21.9 kw visual and
1 1 .7 kw aural, with antenna 960 ft. above aver-
age terrain. Estimated construction cost was
listed as $114,156 with first year operating
cost as $120,000.

Ch. 29 KIMA-TV is presently the only
operating station at Yakima.

FCC Grants WTAP (TV) Sale
To Zanesville Publishing Co.

SALE of ch. 15 WTAP (TV) Parkersburg,
W. Va., by Howard L. Chernoff and associates
for $124,609 to Zanesville Publishing Co., re-
ceived FCC approval last week.

Zanesville Publishing, 63% owner of WHIZ-
AM-TV in that Ohio city, and publisher of the
Zanesville Signal and Times-Recorder, is owned
by Clay Littick and family. WHIZ-TV operates
on ch. 18.

WTAP began operating in November 1953.
A balance sheet submitted as of December 31,
1954, listed total liabilities of $334,595 with a
1954 loss of $128,088. (For details of other
sales receiving FCC approval last week see
For the Record, page 93.)

Page 76 • April 4, 1955

Broadcasting • Telecasting

Did you smear it on the cat?

If that's how you tested your Advertising Council campaigns, she licked the
right ideas. Just look below at the job done by four of the many hundreds of
campaigns you've created since 1942. And by you, we mean all the agency
account men, writers, artists, and media people who have given the
Advertising Council their time, talent, and space for free. But the job's not finished,
so don't give away your cat. You'll need her to test ideas for new Advertising Council
campaigns to help solve some of America's most pressing problems.

com***

Helped drop death rate
for all accidents to
lowest figure on record.

Created Smokey, the Helped raise the number of local citi- Recruited 350,000 volun-.
Fire Preventin' Bear, who zens' committees working for Better teer skywatchers for the
helped reduce forest fires. Schools from 17 to 9000 in 4 years. Ground Observer Corps.

The Advertising Council, Inc., 25 West 45th Street, New York 36, N. Y.

Broadcasting • Telecasting

April 4, 1955 • Page 77

WREXVTV

delivers

■■■■^ all or part of 12 counties and over
100 communities — 23 towns over 5,000
population— 77 towns over J,000 population.

■■■■►Over 250.000 TV sets in this Bilh'on
Do/iar 7-cily sales area. /I has a population
of weli over 1.000.000.

WR EX-TV HoeWord fflinois, the 7-cify
station dominates this tremendous market
with 58 top CBS-ABC network shows.

CBS-ABC

AFFILIATIONS

CHANNEL

HOCKFORD* ILLINOIS

STATIONS

TV OUTLETS START
IN TAMPA, WACO

SECOND tv outlets for Tampa, Fla., and
Waco, Tex., were scheduled to begin commer-
cial programming last Friday (April 1).

In Tampa, WTVT (TV), on ch. 13, will be
affiliated with CBS and represented by Avery-
Knodel Inc. Opening program was to include
a half-hour film of Ybor City, local Latin sec-
tion. W. Walter Tison is vice president and
general manager.

In Waco, KWTX-TV, the first vhf there, is
represented by John E. Pearson Tv Inc. The
ch. 10 station is owned by KWTX Broadcasting
Co. Equipment is RCA.

Two other new tv stations have reported
construction progress:

WBRZ (TV) Baton Rouge, La., began test
patterns last Wednesday and expected to begin
commercial programming on April 14 affili-
ated with NBC and ABC. Doug Manship is
president of the ch. 2 station. National repre-
sentative is George P. Hollingbery Co.

KGMB-TV Honolulu (ch. 9) has announced
that its satellite KHBC-TV Hilo (ch. 9) has be-
gun test patterns and that its other satellite,
KMAU (TV) Wailuku (ch. 3), will complete
installation of equipment in about three weeks.
The programs of KGMB-TV will be rebroad-
cast in their entirety. There will be no rate
increase, C. Richard Evans, vice president and
general manager, said.

Pearson Appoints Baird
To Head Atlanta Office

PLANS for the expansion of John E. Pearson
Co., New York, station representative firm,
were announced last Thursday by John E. Pear-
son, president. The company will open a new
office in Atlanta, servicing advertisers and
agencies in the Southeast and going as far west
as New Orleans and Memphis.

Robert M. Baird, a vice president who has

MR. BAIRD

MR. MURPHY

been in charge of the company's Dallas office
for three years, has been appointed head of the
Atlanta operation.

Mr. Baird will be replaced in Dallas by
Thomas R. Murphy, formerly a vice president
of Grant Adv. in charge of the agency's Dallas
office.

Prior to his association with the agency, Mr.
Murphy was with KRLD'Dallas, as an account
executive.

The Atlanta office is the seventh branch op-
eration to be opened by Pearson.

KSD, 'Post-Dispatch' Head
Joseph Pulitzer Dies At 70

JOSEPH PULITZER, 70, president of KSD-
AM-TV St. Louis and editor-publisher of the
St. Louis Post-Dispatch, died Wednesday night
from a ruptured blood vessel in the abdomen.

Last week Mr. Pulitzer had been going about
his duties normally and had been at his office

all day Wednesday after attending the annual
gridiron dinner of the St. Louis Ad Club, Tues-
day. He became ill about 9:30 p.m. Wednes-
day and was taken to Barnes Hospital where
he died.

Shortly after
broadcasting began
in the early 20s, Mr.
Pulitzer asked his
advertising manager,
George M. Burbach,
what he thought
about radio. Mr.
x Burbach figured ra-
dio programs and a
radio page in the
"A newspaper would at-
jM Jjp ' tract advertising lin-

MR. PULITZER f«f • Mr "

left business details

of the project to Mr. Burbach and the station

took the air in 1922. About a year later KSD

was granted its present 550 kc frequency. KSD-

TV took the air Feb. 8, 1947, on ch. 5.

Mr. Pulitzer is survived by his widow; two
sons, Joseph Jr., associate editor of the Post-
Dispatch and vice president of the Pulitzer
Publishing Co., and Michael, of Boston; two
daughters, a brother and a sister, and eight
grandchildren.

Mr. Pulitzer had been head of the Post-
Dispatch over 40 years, taking over from his
father, the elder Joseph Pulitzer, who died
Oct. 29, 1911.

Col. Robert McCormick Dies;
WGN-AM-TV Among Holdings

COL. ROBERT R. McCORMICK, 74, presi-
dent of WGN-AM-TV Chicago, died early
Friday at his farm
home west of Chi-
cago. Col. McCor-
mick had been hos-
pitalized several
times in recent
years, having suf-
fered from erysipelas
and pneumonia as
well as undergoing
an abdominal oper-
ation.

Col. McCormick
had been active in
his work until early COL McCORMICK

in March despite a January operation to cor-
rect adhesions and had spent part of the winter
in Florida. He returned to Chicago March
10, spending a period under observation in a
hospital and then moving out to his farm.

As president of the Tribune Co. he also con-
trolled WPIX (TV) New York, a unit of News
Syndicate Co. which is owned by Tribune Co.

In 1910 he joined his cousin, the late Joseph
Medill Patterson, in taking over control of the
Tribune. WGN was founded in 1924.

Col. McCormick's wife, Mrs. Maryland
Mathison McCormick, survives.

Knight Replaces Chatfield
As WMAZ News Director

BEN F. CHATFIELD, news director of WMAZ
Macon, Ga., since 1946, has announced his
resignation from the station, effective Friday.
Ferrell Knight, with the WMAZ news staff
since 1948, has been named successor by Wilton
E. Cobb, WMAZ general manager.

Mr. Chatfield is the holder of citations, in-
cluding the Peabody award given by the
Henry W. Grady School of Journalism, U.
of Georgia. He holds the Bronze Star and
other citations for Pacific duty in World War

REPRESENTED BY

H-R TELEVISION, INC.

Page 78 • April 4, 1955

Broadcasting • Telecasting

MR. DORRELL

II and covered the early occupation of Japan
and the surrender on the Missouri.

During the Truman administration Mr. Chat-
field was a member of the President's Radio
& Tv Advisory Council. A former presi-
dent of the National Assn. of Radio & Tv News
Directors (1951) he continues to be active in the
association's operation and is chairman of the
convention arrangements committee.

The WMAZ staff now includes, besides Mr.
Knight, Orion Hudson, assistant news director,
and Herb Kassner, tv news director. Joe An-
drews, formerly of the staff, is now secretary
of the Macon Chamber of Commerce.

W. WARD DORRELL
ELECTED BLAIR V.P.

GREATER use of research data and technique
in national spot selling was cited last week as
motivating the election of W. Ward Dorrell,
research director
and program con-
sultant at John Blair
& Co. and Blair-Tv,
to vice president.

In announcing Mr.
Dorrell's promotion,
John Blair, president
of the national rep-
resentation firms,
said Mr. Dorrell also
will acquire stock.

This additional
emphasis on re-
search, Mr. Blair ex-
plained, will be re-
flected in the new responsibilities which fall to
Mr. Dorrell.

These include close work with stations — in
solving individual research problems, particu-
larly toward improvement of local program
quality; with agency research directors and
timebuying departments — toward improving
understanding and effective use of available re-
search in the spot field, and with Blair sales-
men — toward similar improvement in their
knowledge and use of research techniques with
a view to increasing national spot sales.

Mr. Blair said the election of Mr. Dorrell
"highlights the increasing importance of re-
search of all types in national spot selling, par-
ticularly as it applies to the increasing impor-
tance of local programming to radio stations
today, and the application of research thinking
to such problems as station rates."

He cited a three-year study made by Mr.
Dorrell of local programming trends on Blair-
represented stations. This analysis, he said,
proved that "properly programmed stations can
increase audiences substantially against tele-
vision competition." In the markets studied,
Mr. Blair said, daytime local audience in-
creased an average of 24% between 1952 and
1955.

Mr. Dorrell, a vice president of C. E. Hooper
Inc. for nine years, joined Blair in 1951.

WXYZ-TV Boosts to 316 Kw
With New 50 Kw Transmitter

TWO-YEAR program to achieve maximum
transmitting power by WXYZ-TV Detroit, on
ch. 7, reportedly was climaxed last Friday with
the final installation of super power equipment,
including a 50 kw transmitter. The station at
that time was due to boost its power to the
maximum 316 kw video, 158 kw audio.

The power increase involved the installa-
tion of approximately $250,000 worth of equip-
ment, James G. Riddell, president, said. The
change also makes it possible for the station
to transmit color programs, Mr. Riddell added.

Broadcasting • Telecasting

NORFOLK.

leacfe ihc

hzswess* qm

According to data released in February by
B C Forbes & Sons Publishing Company, Nor-
folk was at that time the best city in the nation
in business gain over last year (up 1 4%).
WTAR-TV blankets not only Norfolk, Virgin-
ia's no. 1 city, but all of prosperous northeast
North Carolina and eastern Virginia including
Richmond. Put your advertising dollars to
work in a market where business is brisk.
They'll work best on WTAR-TV.

By Mward P«try A C»„ tot.

channel 3
NORFOLK

April 4, 1955 • Page 79

Boiling Co. Forms
Three New Divisions

FORMATION of three new divisions of The
Boiling Co., representative firm, was announced
last week by George W. Boiling, president.

Robert Hill Boiling was named head of the
radio department. The new television depart-
ment will be headed by G. Richard Swift.
Special events department, whose creation was
described as an innovation in the field, will be
headed by Edwin A. Pancoast Jr.

R. H. Boiling has been in the representative
field for 20 years. Working with him in the
department will be Lloyd Raskopf, previously
with the New York Daily News.

Before joining Boiling in 1952, Mr. Swift
was general manager of WCBS-TV New York.
Don Buck, who has had 10 years with ABC,
has been added to the tv department.

The special events department has been cre-
ated to handle the radio-tv representation of

R. H. BOLLING

MR. SWIFT

the New York Yankees Home of Champions
Network and the Brooklyn Dodgers network
of stations.

Mr Pancoast who
heads the new de-
partment, also is in
charge of Boiling's
sales development
plan. John J. Mac-
Donald Jr., Advertis-
ing Research Foun-
dation, moves to Boi-
ling as director of re-
search. In the sales
development plan.
Nancy Noonan, for-
merly with WCAU-
TV Philadelphia, will
be merchandising and promotion manager.

MR. PANCOAST

AS WEMP Milwaukee last Monday switched to 1250 kc with 5 kw, WRIT there, a new
station, took over the former's facilities (1340 kc with 250 w) and physical assets, which
it purchased. L to r: seated, Andrew M. Spheeris, WEMP president; James Foster, WRIT
president; standing, Hugh K. Boice, WEMP vice president-general manager; Barton
McLendon; Gordon McLendon, WRIT vice president; Ray Hamilton, Blackburn-Hamilton,
station brokers, and Bill Weaver, WRIT general manager.

French Named by WNOE

STEPHEN C. FRENCH has been named vice
president and general manager of WNOE New
Orleans succeeding James E. Gordon who has
resigned [B*T, March 28], it was announced by
James A. Noe, station owner and president.

WARM Names Dawson as V.P.

WILLIAM M. DAWSON, general manager of
WARM - AM - TV
Scranton, Pa., has
been elected vice
president, Martin F.
Memelo, president
of licensee Union
Broadcasting Co.,
has announced. Mr.
Dawson, who joined
the WARM stations
in 1940, has been
general manager
since 1950 and sec-
retary of the com-
pany since 1953. He
was graduated from
the University of Pennsylvania.

MR. DAWSON

THE LATEST

WCKY

[Get ALL The Audience This Spring and Summer

"Out of Home" Listeners in the
Cincinnati Market Area, Tune to
WCKY PREDOMINANTLY

*Av. Summer "Out of Home" Share of Audience
6 a.m. — 6 p.m.; Monday thru Sunday .

WCKY 30.6%

Net Sta. A , . 23.8%

NetSta. B 10.8%

Net Sta. C 5.7% . c

_ _ _ __, * Summer 54

Net Sta. D 8.5% Pu | se

You Get ALL — When You Buy WCKY

WLDB Tower Up in One Day

STAINLESS Construction Co. in one day,
March 16, erected a 150-ft. tower for WLDB
Atlantic City, N. J. The new tower, type G-17,
is the first of a new series developed by Stain-
less Inc., North Wales, Pa., parent firm of
Stainless Construction. Walter L. Guzewicz is
president of both companies. Leroy Bremmer
is owner and general manager of WLDB.

REPRESENTATIVE PEOPLE

Harry B. Simmons, formerly with NBC-TV
sales dept., to Boiling Co., as account executive.

Albert W. Oberhofer joins the Boiling Co. as
account executive.

George A. Baron, KOWL Santa Monica, Calif.,
manager, named vice president and signed to
seven-year contract with station.

STATION PEOPLE

M. Franklyn Warren, formerly account execu-
tive, Howard M. Irwin & Assoc. (adv. agency),
Los Angeles, appointed sales manager, KULA
Honolulu. Bill Heaton, field merchandising
representative, KTTV (TV) Hollywood, to
KULA-TV as account executive.

Ken Kilmer, general manager, KBOE Oska-
loosa, Iowa, has been named general manager,
WMPvI Marion, Ind. Glen Stanley, commercial

MR. KILMER

MR. STANLEY

manager of KBOE, has been named general
manager to succeed Mr. Kilmer.

Jack Reeves, account executive, KSTV Stephen

Page 80 • April 4, 1955

Broadcasting • Telecasting

ville, Tex., to KTAN Sherman, Tex., as station
manager.

William C. O'Donnell, assistant sales manager,
KXOK St. Louis,
promoted to head of
commercial dept.

Col. Edgerton Mer-
rill, formerly with
U. S. Air Force and
lately engaged in
management consul-
tant work, to WOL
Washington as as-
sistant to president,
for sales promotion.

MR. O'DONNELL Char,e f Martin a P"

pomted field mer-
chandising representative, KTTV (TV) Holly-
wood, Calif.

Lee Curran, publicity director, KDKA Pitts-
I burgh, to KTRK-TV
Houston, Tex., as
promotion manager.

Jim Harmon, pro-
gram director and
assistant operational
manager, K O T V

i (TV) Tulsa, Okla.,
to KFMB-TV San

I Diego, Calif., as pro-
gram director.

Vince Leonard

named WISH-TV
Indianapolis news
director. John Fraim appointed WISH news
director. Karl Eisele, formerly with KAOK
Lake Charles, La., to WISH, as account execu-
tive.

Bud Gillis, children's personality, WLWC (TV)
Columbus, Ohio, as-
s u m e s additional
duties as station pro-
gram director.

Robert Hodges, pro-
ducer, WNEW New
York, appointed pro-
duction supervisor.

Fay Martin, copy-
writer, WHLI
Hempstead, N. Y.,
appointed continuity
director. MR. GILLIS

Edith M. Carolin, formerly with WTVJ (TV)
! Miami, named director of continuity, KOB Al-
buquerque, N. M. Mary McDonald joins KOB
production staff. Reed Upton, formerly with
WNOX Knoxville, Tenn., to announcing staff.

Ford Rush, western personality, appointed
WTVP (TV) Decatur, 111., farm director.

Peter Winn, formerly assistant to director of
public relations, Amherst College, named di-

j rector of public relations, educational WGBH-

I FM-TV Boston.

Charles Vanda, vice president in charge of tv
and program director, WCAU-TV Philadelphia,
and producer of CBS-TV's The Big Top circus
show, to visit England, France, Italy and Den-
mark in search of feature acts for his CBS-TV
show. Mr.' Vanda, who leaves April 12 for
London, will be joined m Paris by Glenn Gun-
• dell, vice president of National Dairies, Seal-
test sponsor of The Big Top.

FACTS

Buffalo- Niagara Falls
is the nation's 14th
largest market.

WGR-TV completely
dominates* this rich
market, serving 447,938
U. S. sets and a bonus
of 407,619 in Canada.

Channel 2

Buffalo's favorite station

REPRESENTATIVES — Headley-Reed

In Canada — Andy McDermott -Toronto

WGR-TV leads in 21 of the 24 weekday quarter-hour
A segments between 6 PM and midnight. (Pulse)

Broadcasting " • Telecasting

April 4, 1955 • Page 81

•STATIONS.

MRS. VAUGHAN

James Duffy, formerly with Wisconsin Tele-
phone Co. adv. dept., to WOKY Milwaukee,
as account executive. Pat Klopatek, formerly
account executive, Barnes Agency, Milwaukee,
named station copy supervisor. Joan Skinner,
previously with WOKY-TV heads WOKY
traffic dept.

Mark Workman named KDB Santa Barbara,
Calif., account executive.

Helen Wood, vice president, Richard O'Con-
nell Inc., N. Y., to WPAT Paterson, N. J., as
account executive.

Leonard V. Kehl, salesman, KCSJ-TV Pueblo,
Colo., to KLZ-TV Denver, in same capacity.

Frazier Thomas has moved his Garfield Goose
children's program from WBKB (TV) Chicago
to WGN-TV there.

Elizabeth Vaughan, women's personality, stars
as Kay West of KEX
Portland, Ore., Cof-
fee with Kay West
and Kay West Show,
women's programs.

Ken Conant, head of
guest relations dept.,
KTLA (TV) Holly-
wood, named junior
publicist.

Larry Berrill, news
director, KBIG Ava-
lon, Calif., adds an-
nouncer duties on
Latin Holiday and Clete Roberts World Report,
both KCOP (TV) Hollywood.

Don Lamond, former producer-announcer,
KERO-AM-TV Bakersfield, to KBIG Avalon,
Calif., as announcer, succeeding William Barn-
ard, transferred to KBIF Fresno.

Claude Evans, formerly with WKRG Mobile,
Ala., appointed WDSU New Orleans an-
nouncer.

Dan Baxter, former instructor, Cambridge
School of Radio & Tv, New York, to WVEC-
AM-TV Hampton, Va., as sports announcer.

Farrell Smith, formerly with WIS-TV Colum-
bia, S. C, to announcing staff, WMAZ-TV
Macon, Ga.

Arnold Snyder, news director, WTTM Trenton,
N. J., father of boy, Scott Lawrence, Feb. 27.

Robert G. Peters, chief auditor, WPTZ (TV)
Philadelphia, father of boy, Kenneth Alan,
Feb. 25.

Bernard Phaneuf, engineer, KNXT (TV)
Hollywood, father of boy, Donald Harrison
Farnsworth.

Jack Jennings, account executive, KHJ-TV
Hollywood, father of girl, Jodie Ann, March 3.
Bill Brundige, sportscaster, KHJ-TV, father of
boy, March 2.

E. D. Rivers Jr., chairman of board, WEAS
Decatur, Ga., father of girl, Maria Kells,
Feb. 27.

Ralph A. Renick, news director, WTVJ (TV)
Miami, elected treasurer, Greater Miami pro-
fessional chapter, Sigma Delta Chi.

Merritt Hilliard, host, WGBS-TV Miami's
Fishin' Roundup, appointed chairman, South
Florida Wetlands Conservation Committee by
National Wildlife Federation.

Page 82 • April 4, 1955

NETWORKS

NETWORKS STRENGTHEN JUVENILE LURE

'Disneyland's' astounding suc-
cess and the prospect of an-
other strong competitor next
fall in ABC-TV's 'Mickey Mouse
Theatre,' spurs the major net-
works to blueprint ambitious
schedules in a fight for the
kiddie audiences during late
afternoon and early evening.

SPURRED by the fabulous success of Disney-
land on ABC-TV, the major networks have
drawn plans for an all-out war to hold and
expand the rich juvenile market.

NBC-TV in an effort to meet the imminent
advent of a new ABC Disney program, Mickey
Mouse Theatre (5-6 p.m. EST weekly, starting
in the fall) will enlarge its Howdy Doody pro-
gram to a full hour and change the format to
include several additional stars, including Pinky
Lee.

CBS-TV meanwhile is drawing blueprints
for an ambitious daily lineup of children's pro-
grams in the 7:30-8 p.m. EST slots. This is
part of the program redevelopment plan
secretly projected at the special tv affiliates
meeting held last month in New York.

CBS-TV is moving up its Doug Edwards and
the News from 7:30 p.m. to 7:15 p.m. EST
across the board, thus leaving the 7:30-8 p.m.
EST period available for children's fare.

The network has already signed Cohise,
Apache Chief in the Wednesday, 7:30-8 p.m.
EST period. The network is also negotiating
with General Mills for its Lone Ranger series
(now running on ABC-TV and CBS-TV) and
with National Biscuit Co. for Rin Tin Tin,
currently on ABC-TV, Friday, 7:30-8 p.m.
EST. Both advertisers are expected to decide
on moves, if any, in about 10 days.

'Gunsmoke' May Be on Tv

CBS-TV is also discussing with Liggett &
Myers the possibility of sponsoring a tv version
of its radio series Gunsmoke in the 7:30-8 p.m.
EST period. The Perry Como Show, heard
three times weekly, and sponsored by Chester-
field, 7:45-8 p.m. EST, will go off the air.
Meanwhile, NBC-TV is expected to present
Perry Como in an hour-long variety show,
Saturdays, 8-9 p.m. EST (see story, page 84)
opposite the Jackie Gleason show on CBS-TV.

General Foods Corp. in a one time shot to
capture the juvenile audience signed to present
the Roy Rogers World Championship Rodeo
starring Roy Rogers and Dale Evans, on NBC-
TV, 8-9 p.m. EST on June 21. The show
emanates from the Coliseum in San Antonio,

'Peter Pan # Record Rating

FINAL count of viewers who watched
"Peter Pan" on NBC-TV March 7, to-
taled 67,300,000 — reportedly the largest
audience ever to see a network television
show. The figure was announced last
week by A. C. Nielsen Co., whose sur-
vey showed the telecast received a 66.1
rating. The study also revealed that 43 %
of all American families saw Peter Pan
with homes reached totaling 20,400,000.
The Nielsen ratings do not include the
"uncounted" audiences assembled at pub-
lic places or at a number of parties ar-
ranged in schools and hospitals for the
telecast.

MR. HENRY

Tex. Benton & Bowles, New York, is the
agency.

Welch Grape Juice, long-time advertiser on
the Howdy Doody pro.gram, is understood to
be considering switching to the new Mickey
Mouse series. Decision is expected through
the agency, Kenyon & Eckhardt, New York,
early next week.

Henry Starts NBC News Show

BILL HENRY last week joined the NBC news
commentators' staff and began a regular series
on NBC Radio on Wednesdays and Thursdays
(9:55-10 p.m. EST).
The program orig-
inates in Washing-
ton, where Mr.
Henry has been a
correspondent for
more than a decade.

Mr. Henry started
work in radio as a
special events an-
nouncer in 1923 in
Los Angeles, and
has since worked as
a newspaperman and
a newscaster for sev-
eral networks. Last
fall he participated in the coverage of the na-
tional elections for NBC. He is a former presi-
dent of the Radio Correspondents' Assn. in
Washington and an official historian for the
Olympic Games.

AB-PT EARNINGS UP,
BUT NETWORKS LOSE

Goldenson says tv operation is

reaching competitive plane,

and added sponsors now will

be reflected in earnings.

NET operating earnings of American Broad-
casting-Paramount Theatres Inc. in 1954 in-
creased slightly over 1953 but the ABC division
operated at a "slightly larger loss" than in the
preceding year.

These highlights were provided in an annual
report distributed to stockholders last week by
Leonard H. Goldenson, AB-PT president. In
his comments on the broadcasting operations,
Mr. Goldenson offered this analysis:

"ABC has made substantial progress during
the year [1954], gaining greater audience and
sponsor acceptance as a major network. Higher
television network operating and program costs
offset the profits from radio and ABC's five
owned stations, and resulted in loss for the year.
However, the network is now beginning to
benefit from the better programs and improved
station clearances.

"Its Disneyland show, which reaches an esti-
mated weekly audience of 45 million people
and is carried over 150 stations, has, since its
inception in the fall of 1954, rated as one of
the top programs on television. With new pro-
grams being readied for the coming year, in-
cluding a daytime children's show to be pro-
duced by Walt Disney, we feel that ABC is on
its way toward realizing its true potential as a
profitable division of the company."

Total income of AB-PT for 1954, Mr. Gold-
enson said, rose to $188,796,000 from $172,-
196,000 for the preceding year, and net oper-
ating earnings after taxes were $4,722,000, or
$1.06 per share of common stock, compared

Broadcasting • Telecasting

with $4,480,000, or $1 per share of common
stock in 1953.

The company's financial position was char-
acterized by Mr. Goldenson as continuing
"strong." Working capital was up slightly at
$26,080,000, he said, and theatre capital ex-
penditures were $5,862,000, of which $2,748,-
000 was for new wide screen and sound equip-
ment. ABC capital expenditures of $3,355,000,
j Mr. Goldenson said, were principally for the
increased transmitting power equipment for its
five owned tv stations, renovation of the ABC
center in San Francisco and other physical im-
provements. He reported that depreciation in-
creased from $7,466,000 to $8,390,000 in 1954,
and added that capital expenditures are expected
to be "much smaller" in 1955.

The ABC loss was described by Mr. Golden-
son as being "a reflection of the necessary ex-
I penditures to develop the tv network from a
! secondary to a competitive place." He pre-
i dieted that "from this point on, each sponsored
| program should have a beneficial effect upon
1 the earnings of the division."

He stated that progress was made during
the year on strengthening the program struc-
ture and improving station clearances, citing
the winning of six "Emmy" awards by ABC
as evidence of its "continued growth despite
| keen competition." Other advances, he said,
I were made at the five owned tv stations, where
1 the installation of increased transmitter power
j equipment has been completed, affording bet-
i ter reception, extending the coverage and im-
proving the value of these stations to adver-
tisers.

Mr. Goldenson reported that ABC Radio
gross billings held close to 1953 levels. He
said radio has continued to "show vitality, as
I well as its ability to deliver advertisers results
consistent with its costs." The radio set sales
in 1954 and in previous years, Mr. Goldenson
added, attest to its strong public appeal.

Color tv, Mr. Goldenson observed, is ex-
pected to attract many new advertisers and
provide additional revenues. He said that ABC
is "carefully studying developments in this field
and will participate in color broadcasting when
the number of sets in circulation is sufficient
to warrant its use by advertisers."

Repeat of Radio-Tv Success
Forecast for Color Television

THE PATTERN of boosting the American
economy and consequently helping to raise the
standard of living that was set by the advent
of radio and followed by tv in the post-World
War II period will be repeated by color tv

j when it is "harnessed to the sale of goods and

I services."

j This prediction was made March 25 by
Harry Bannister, NBC's vice president of sta-
tion relations, in a speech before the National
Convention of Electrical Women at the Hotel
Statler, Detroit.

Color tv, Mr. Bannister said, "will explode
the American economy to a new high" and
"markedly affect the standard of living, raising
the old levels and broadening the base."

The medium's "vividness and its power to
| interest and convince," he said, "will move
i more goods than anything hitherto known."

I Herro to MBS Sales Post

i APPOINTMENT of George P. Herro, for the
past 10 years publicity and promotion manager
of Mutual's Midwest Div., as an account ex-
ecutive in the Chicago office was announced
last week by Carroll Marts, director of midwest
operations. Elizabeth Troughton, assistant to
Mr. Herro for the past two years, has succeeded

. him in the publicity and promotion post.

TELEVISION TRANSMITTER DEPT., ALLEN B. DU MONT LABORATORIES INC., CLIFTON, N. J.

Broadcasting • Telecasting

April 4, 1955 • Page 83

NBC-TV GETS NCAA
'55 FOOTBALL RIGHTS

NBC-TV has acquired the rights to the 1955
National Collegiate Athletic Assn. series of
eight national football telecasts for a price
understood to total about $1.3 million.

The announcement that NBC-TV had been
awarded the rights to the games was made in
New York on March 26 by E. L. Romney,
chairman of the 1955 NCAA Tv Committee
and commissioner of the Mountain States Con-
ference. The committee had weighed bids from
other television networks and from agencies and
sponsors before selecting NBC-TV.

NBC-TV's national rights cover football
games on seven Saturday afternoons and an
additional contest on Thanksgiving Day. Under
the NCAA's "national-regional" plan [B # T,
March 28], five dates are set aside for regional
telecasting. A spokesman for the NCAA Tv
Committee told B»T last week that discussions
currently are underway by individual colleges
and conferences to grant rights for the regional
dates.

The NCAA tv football series was on ABC-
TV last year, and that network has acknowl-
edged it sustained financial losses on the tele-
casts since it had not been able to obtain a
single national sponsor but had sold the package
on a participating basis. NBC-TV presented
the series in 1951 under the sponsorship of
Westinghouse Electric Corp., and in 1952 and
1953 for General Motors Corp.

Pacific Conference Moves
To Adapt NCAA Tv Policy

THE PACIFIC Coast Conference tv and radio
committee was authorized last week to develop
a program for live football telecasts "within the
scope and pattern of the National Collegiate
Athletic Assn. formula" [B«T, March 28].

The NCAA formula, in general, provides that
games may be televised on a regional basis five
times during the 1955 season. On seven other
Saturday afternoons and on Thanksgiving day,
a national game-of-the-week will be televised.

"The conference favored televising on a
regional basis throughout the season," said
PCC Commissioner Victor O. Schmidt in Los
Angeles. "The NCAA formula allows consider-
ably less, but it does present some new pos-
sibilities in bringing college football to the
television audience which the conference wishes
to explore."

Last week's action also authorized the PCC
radio-tv committee, headed by Alfred R. Mast-
ers of Stanford U., to develop a conference tv
policy for the 1955-56 basketball season.

MBS' Stock News Show

DESIGNED to capitalize on the grow-
ing interest of the average person in
stock investments, a program will be
launched on Mutual today (Monday)
titled America's Business (Mon.-Fri.,
5:45-5:50 p.m. local time). A Mutual
spokesman believed it was the first net-
work-wide radio show covering business
news. The program will be prepared
and written by the business news staff
of the Chicago Tribune and broadcast by
Bruce MacFarlane. It will cover major
business news, stock activities, and com-
modities and credit developments as they
affect the average American.

ABC to Open Parley Today
With Owned-Outlet Executives

EXECUTIVES of ABC's nine owned radio and
tv stations will convene in New York today
(Monday) for a two-day meeting to discuss
station operations and their integration with
network operations for the 1955-56 season.

The opening session will be attended by Leon-
ard H. Goldenson, president of AB-PT. Robert
E. Kinter, ABC president, will open each day's
session. Harold L. Morgan Jr., vice president
and controller, will preside over the joint meet-
ings and the television sessions. Jason Rabin-
ovitz, assistant controller, will preside over the
radio sessions.

Attending from New York: Michael Renault,
acting general manager of WABC; Ted Ober-
felder, vice president and general manager,
WABC-TV, and Ardien B. Rodner, program man-
ager, WABC-TV; from Detroit: James Riddell,
president and general manager, WXYZ-AM-TV;
Harold Christian, vice president, WXYZ, and
John Pival, vice president, WXYZ-TV; from Chi-
cago: Sterling C. Quinlan, vice president in charge
of WBKB (TV), and Matthew Vieracker, treas-
urer, ABC Central Div.; from Los Angeles: John
S. Hansen, manager, KABC; Selig Seligman, gen-
eral manager, KABC-TV, and Elton Rule, sales
manager, KABC-TV; from San Francisco: James
H. Connolly, vice president in charge of the San
Francisco office, and David Sacks, sales manager,
KGO-AM-TV.

WTVY (TV) Joins CBS-TV

AFFILIATION of WTVY (TV) Dothan, Ala.,
with CBS-TV was announced last week by
Herbert V. Akerberg, CBS-TV vice president
in charge of station relations. The contract is
part of the network's Extended Market Plan
designed to bring network tv to small market
stations. The EMP list now numbers 21 sta-
tions. WTVY, on ch. 9, is owned and operated
by Alabama-Florida-Georgia Television Inc.

Nine Colorado Stations
Form Columbine Network

FORMATION of the Columbine Network com-
posed of nine Colorado radio stations with
headquarters in Denver was announced last
Friday by the management of the stations.

Columbine Network assumes the name of
a former Colorado regional organization. It j
will cover 1.3 million of the state's 1.5 million
people, the announcement said. The stations i
range in power up to 5 kw.

Columbine officers are: George Cory, KUBC I
Montrose-Delta, KRAI Craig and KSLV Monte |
Vista, president; Dale G. Moore, same stations, j
vice president, and Ed E. Koepke, KMYR j
Denver, general manager. In addition, Robert
Kittleson, formerly of KUBC, is sales manager.

Other Columbine member stations are: |
KYOU Greeley, KVOR Colorado Springs, f
KGHF Pueblo, KFXJ Grand Junction and
KGLN Glenwood Springs.

Central offices are at Denver's Arneill Bldg.

ABC, NBC # NABET Contract
Awaits Union Ratification

ABC AND NBC and the National Assn. of
Broadcast Employes & Technicians (CIO)
reached agreement on a new contract last Mon-
day and the proposed contract was submitted
to the membership of the union for ratification.
Final action is expected this week.

In a statement from George Maher, execu-
tive secretary of NABET, and officials of the |
two networks, it was pointed out that the agree- I
ment would run until Jan. 31, 1958. This latest |
contract proposal is the third to be formulated; |
two others had been rejected by the member-
ship of the union.

Though details of the contract were not avail- |
able, it was reported that agreement had been
held up because of dispute over wage scales
of non-technical employes, jurisdiction over tv j
film production and editing, a job security |
provision and a pension plan at ABC.

Como Switches to NBC-TV

NBC-TV has signed a 12-year contract with I
Perry Como, who will appear on a new hour- I
long NBC-TV variety show (Saturdays). Al- j
though unannounced, it was understood that )
the time period would be 8-9 p.m. Saturdays ,
opposite CBS-TV's Jackie Gleason.

The contract was described by NBC as "one |
of the largest financial deals in the history of
television" and was signed by Thomas A. Mc-
Avity, NBC-TV vice president in charge of the j
television network, and Thomas G. Rockwell, j
president of General Artists Corp., agency for i
Mr. Como. Mr. Como will conclude his
present three times weekly program on CBS-
TV, sponsored by Chesterfield, July 1.

The new hour-long program will go on the i
air in October. Three sponsors will be sought.

NETWORK PEOPLE

Jack Smight, producer-director, NBC-TV One \
Man's Family, to NBC-TV New York as di-
reetor of Philco Tv Playhouse.

Caroline Burke, producer-director, NBC-TV, to f
teach "Introduction to Television Production
& Direction," fifth annual Summer Institute of
Radio-Tv, Barnard College, N. Y., presented in
collaboration with NBC, June 27-Aug. 5.

Ted Bergmann, managing director, DuMont
Television Network, hospitalized in New York
for treatment of a gastric condition; expected
to be back at office late this week or early
next week.

INDISPENSABLE for Radio & TV Stations !

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Page 84 • April 4, 1955

Broadcasting

Telecasting

PROGRAM SERVICES

PAY-TV OPPONENTS MARSHAL FORCES

Sill

MR. HOGAN

Newly formed Organizations
for Free Tv join with Commit-
tee Against Pay-As-You-See
Tv in retaining John V. L.
Hogan and Hogan Labs Inc. as
engineering counsel in fight
against subscription television.

OPPONENTS to subscription tv took new
organizational moves last week.

Formed Tuesday in New York was Organi-
zations for Free-Tv made up of "regional and
state tv station operators," veterans organiza-
tions, local, county and state retail associa-
tions, hospital service groups, and various other
organizations including theatre operators and
^ msxmmmximim!m ^ ms!mm restaurant owners.

In announcing the
formation, spokes-
men also said an "in-
formation center" to
assist various organi-
zations throughout
| the country which
wish to make known
l their views to the
FCC has been set up
at 608 Fifth Ave.,
New York.

On Wednesday,
that organization
and another, the
Committee Against Pay-As- You-See Tv, an-
nounced they had jointly retained John V. L.
Hogan and Hogan Labs Inc. The Hogan firm
will act as engineering counsel and conduct
research and prepare studies into technical
aspects of petitions now before the FCC seek-
ing adoption of subscription tv, it was explained.

Co-chairmen Alfred Starr and Trueman T.
Rembusch of the Committee Against Pay Tv
said they were "confident" that Mr. Hogan and
his firm would "develop information that will
be most useful to the Commission."

Mr. Hogan's findings will be filed with the
FCC by the committee's legal counsel, Marcus
Cohn of the Washington law firm of Cohn &
Marks. Along with the engineering studies, an
economic analysis being prepared by Dr. Dallas
Smythe of the U. of Illinois, also retained in
consultant capacity, will be filed with the Com-
mission.

The Organizations for Free-Tv, which actu-
ally is working together with the Committee
Against Pay-As-You-See Tv, said its member
groups have been sent "preliminary studies"
showing that conversion of tv sets for "de-
coders" to unscramble subscription-tv signals
"would impose a severe economic hardship on
the viewing public running into hundreds of
millions of dollars." A survey is being made,
it said, on weekly and annual program costs
under the proposed subscription tv systems.

OFT, asserting that diversion of "free tv"
channels to the fee system would not be in
the public interest and that it would mean an
eventual disappearance of commercial sponsor-
ship, said it will conduct "educational" cam-
paigns on the local, regional and state level.

Anti-Toll Tv Committee
Promised Turn on 'Omnibus 7

CBS-TV's Omnibus on March 27, dealing with
toll television, prompted a protest from the
Committee Against Pay-as-you-See Tv and a
subsequent reassurance that the network will
schedule another program to insure full treat-

ment of the committee's viewpoint. The show
is produced by the Radio-Tv Workshop of the
Ford Foundation.

The committee protested by telegram to CBS-
TV and the Workshop, claiming that a film
sequence of George Storer, president of Storer
Broadcasting Co., and an opponent of pay-as-
you-see tv, was faulty and could not be seen or
heard as clearly as films of proponents of
toll tv.

Robert Saudek, director of the Workshop,
acknowledged that the sequence in question was
of "somewhat inferior recording quality" but
insisted it was "sufficiently intelligible to me."
Frank Stanton, president of CBS, agreed in a
telegram that the committee's viewpoint had not
been given "full justice" and suggested that
another program be scheduled after April 10 in
the same period, with Mr. Storer invited to
present his views.

The committee last Wednesday recommended
to Mr. Stanton that another program be set for
April 24, pointing out that May 9 is the current
deadline for filing reports with the FCC on the
question of subscription tv.

75 Stations Sign Contracts
For New RCA Thesaurus Plan

SIGNING of 75 local radio outlets for "Shop
at the Store with the Mike on the Door," new
local radio promotion and merchandising plan
recently announced by RCA Thesaurus ([B*T,
March 21] was reported last week by the tran-
scription firm.

By participating in the plan a station receives
voice tracks recorded by well-known stars
plugging the overall theme of the promotion.
Sponsors are supplied with decals carrying sta-
tion call letters which signify that the store
displaying the emblem is a member of "Shop
at the Store with a Mike at the Door."

Thesaurus is also furnishing stations with
sales brochures that outline the plan as well
as a 25-page "operating manual," which gives
details and offers suggestions on how the plan
can be exploited locally. Stations also receive
promotion kits containing spots, photos, pub-
licity stories, ad mats and tie-in art.

CARE Liked 'Album' C-C;
415 Pay to See in L. A.

SATISFACTION of CARE Inc. with the
closed-circuit telecast of the American Na-
tional Theatre & Academy's Album of Broad-
way by the DuMont Television Network was
expressed by Paul Comly French, executive di-
rector of the relief organization, who termed
the telecast "an unusual marriage for television,
theatre and charity."

The telecast last Monday, created by ANTA,
was sponsored by CARE. All television facili-
ties, including the producer, director and theatre,
were made available for the telecast by Du-
Mont, Mr. French said. The show was seen in
3 1 theatres throughout the country.

Net proceeds from the ANTA show, which
is an annual theatrical event, will be divided
between CARE and ANTA.

Only 415 persons paid the $5-to-$10 admis-
sion to see the ANTA closed-circuit tv showing
from New York in the Fox Wilshire Theatre,
Los Angeles.

PROGRAM SERVICE SHORTS

Song Ads Co., radio-tv singing, jingle firm, and
Peter Randell, theatrical agent, both Hollywood,
have formed Randell-Song Ads Productions to
produce live music-quiz program, Story Behind

The best
way to
sell the

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Ben Ludy, Gen. Mgr., WIBW, WIBW-TV, KCKN

Rep. Capper Publications, Inc.

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WHBF

TELCO BUILDING, ROCK ISLAND, ILLINOIS

Represented by Avery-Knodel, Inc.

Broadcasting

Telecasting

April 4, 1955

Page 85

PROGRAM SERVICES

Your Song, featuring pianist-humorist Oscar
Levant and a guest panel.

Alvin E. Unger, vice president in charge of
of sales, Frederic W. Ziv Co., N. Y., announced
last week that the Eddie Cantor Show, radio
series packaged by Ziv, has been sold in a
total of 114 markets. Program is for sale on
a spot, single half-hour unit or across-the-
board basis.

Oertel Brewing Co. (Oertel's beer), Louisville,
Ky., through M. R. Kopmeyer Co., same city,
and P. F. Peterson Baking Co. (Peter Pan and
Betsy Ross breads), Omaha, through Allen &
Reynolds Adv., same city, name Song Ads Co.
(radio-tv singing commercials), Hollywood, to
create radio-tv spot announcement series.

Wayne Steffner Productions, Hollywood, has
syndicated radio program, Art Baker's Note-
book, starting on WKY Oklahoma City, KOMO
Seattle, KEX Portland (Ore.), KARM Fresno
(Calif.) and KCRA Sacramento, Calif., bring-
ing total stations to 20.

PROGRAM SERVICE PEOPLE
Ervin J. Brabec, MCA, N. Y., elected vice presi-
dent and will direct firm's industrial div.

Frank Mullen, former NBC executive vice presi-
dent and former president, Vitapix Corp.,
Hollywood; Mrs. Florence Mullen, former ex-
ecutive assistant to Brig. Gen. David Sarnoff,
RCA-NBC board chairman and Allen Buckley,
former ABC-TV executive, form Mullen-Buck-
ley Corp., Hollywood tv and business manage-
ment consultants, with offices at 8949 Sunset
Blvd. Telephone: Bradshaw 2-1764.

Fred Darwin, announcer, WPAT Paterson, N. J.,
forms Broadcast Coaching Assoc. (disc m.c.
school), 1697 Broadway, N. Y.

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RCA ASKS FOR ANTITRUST DISMISSAL,
SAYS PATENT LICENSES AID GROWTH

Electronics manufacturer denies all allegations in the Justice Dept.
suit. Firm says its licenses contain no restrictions and that they are
granted to competitors on reasonable terms. It says electronics lead-
ership is 'by example, not by control/

ASSERTING that its patent licensing policies
have aided the growth of the electronics in-
dustry, including radio and tv, RCA last week
moved for dismissal of a government civil anti-
trust suit of last November [At Deadline,
Nov. 22, 1954].

The Justice Dept. suit, pending in U. S.
District Court in New York, had attacked RCA's
patent system and practices. It charged RCA
with monopolizing and conspiring to restrain
competition in the radio-tv licensing business.

RCA called the government's request for re-
lief "unreasonable, unnecessary and contrary
to the public interest." In its brief, filed with
the court by John T. Cahill of the New York
law firm of Cahill, Gordon Reindel & Ohl, RCA
denied all allegations in the Justice complaint
that had charged violation of the Sherman Act.

RCA said its electronics leadership has been
"by example, not by control in any way, shape
or form" and if it had been "followed, it is
because RCA's courage, vision and foresight
have been right and RCA has acted in the best
interests of the industry and the public, and
not through any dominance, restraint or
control."

Allegations that RCA engaged in "package
licensing" or had compelled prospective li-
censees to accept licenses under more patents
than they wanted, the brief declared RCA
"grants patent licenses to competitors and others
on reasonable and non-discriminatory terms and
without restriction."

Licenses from RCA, the brief asserted, "con-
tain no restrictions as to price, quantity, terri-
tory, or anything else, require no minimum
royalty, and are offered under any one or more
patents and for any apparatus as may be desired
by any prospective licensee.

RCA Royalties Reduced

"RCA's present royalty rates are further re-
duced, now being only Vj of 1% for radio
broadcast receivers using tubes, \Vs% for ra-
dio broadcast receivers using transistors, \Va%
for black-and-white television receivers, 1 3 A%
for color television receivers, VA% for electron
tubes other than color tubes, 1%% for color
tubes, 2% for color television commercial ap-
paratus except government apparatus, 1 Vi % for
other commercial apparatus except government
apparatus, and 1% for all commercial appara-
tus manufactured for government use."

RCA, in discussing patents and rates, also
made these points:

• Its license agreements provide for various
deductions "which make the actual rates even
lower." Royalty rates are based on the manu-
facturer's selling price, and when applied to re-
tail selling prices to the public, rates are "sub-
stantially cut in half."

• Its royalty rates "compare most favorably
with those of other licensors" both within and
outside of the electronics industry. In return,
licensees can obtain a license "under, or using,
any one or more patents under which RCA has
the right to grant licenses." This policy has
resulted in RCA licensees having "complete
freedom to manufacture apparatus in com-

petition with RCA under any and all patents
available to RCA. . . ."

To substantiate its statement that no restraint
of industry is involved in the suit, RCA detailed
the rapid progress of the electronics industry,
the appearance of large numbers of independent
companies making and selling tv receivers in
open and active competition with RCA, and in-
creases of receiver sales. RCA said it "admits
that more people buy RCA television receivers
than any other make of television receiver and
that more station owners buy RCA television
transmission equipment than any other make."
But, the brief asserted, in all categories of
radio and tv equipment, "intense and effective
competition" exist.

In its suit, the Justice Dept. had charged that
since 1932 RCA had attempted to monopolize
radio-tv research, patent holdings, patent ac-
quisition and issuance and exchange of radio-tv
patent licenses.

Charges Refuted

RCA denied each of these allegations. The
firm contested the complaint on research by
noting that it had spent more money on re-
search and development during 1951 than it
had received in royalty payments that year
and under its patent licenses had made "avail-
able" the results to its "competitors and others
on reasonable and non-discriminatory terms
and without restriction or additional charge."
Additionally, RCA listed "many other substan-
tial competitors" which have large resources
for research and development in the radio and
tv field.

RCA also pointed out that it had spent more
than $50 million on development, research and
promotion of black-and-white tv before realiz-
ing any profit from its expenditures and a like
amount on compatible color. RCA said it is
still pioneering color tv activities at a "substan-
tial loss."

In its brief, RCA said it admitted that "sub-
stantially all radio-television manufacturers lo-
cated in many of the states and territories of
the United States and the District of Columbia
are licensed by RCA." But, it said, its policy
of licensing patents to competitors and others
"on reasonable and non-discriminatory terms
and without restriction" helped increase the
number of tv receivers in public hands and to a
continued lowering of their price.

Explaining the cross-licensing by RCA, the
brief traced the history of the corporation when
it was formed in 1919 at the urgence of the
government and the setting up then of patent
cross-licenses with General Electric, American
Telephone & Telegraph Co., Westinghouse and
others.

These cross-licenses, RCA said, were to free
the industry, for without them it would have
been "paralyzed by conflicting patent holdings
and endless patent litigation." Also cited was
the consent decree of the '30s which provided
for GE, AT&T and Westinghouse to dispose of
stock in RCA and for new cross-licenses to be
drawn up.

The agreements were reaffirmed by the courts
in 1942, RCA said, as the best way to continue
the growth of a competitive radio-tv industry

BROADCAST MUSIC, INC.

589 FIFTH AVE, NEW YORK 36

HIW YORK • CttlCAM ■ H0UTK00D <,TW(MT0 . MONTRM?

Page 86 • April 4, 1955

Broadcasting • Telecasting

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free from restraint. As recently as last year,
RCA said, the court reasserted that the cross-
license pacts were approved by the consent de-
cree.

RCA declared: "These agreements expired
by their terms on Dec. 31, 1954, so far as new
inventions are concerned. Yet the complaint
filed only six weeks before this expiration is
an attack on these very agreements which were
recommended and stated to be in the public
interest by the government in 1932."

In its brief, RCA averred that the complaint
failed to state a claim upon which relief can
be granted. It said that "each and every claim
for relief proposed to set forth in the com-
plaint is barred by the doctrine of res judicata.

RCA Plea to Postpone
Chicago Trial Denied

RCA appeal to the Supreme Court to force
postponement of the Chicago $16 million,
treble-damage, antitrust suit by Zenith Radio
Corp., was denied last week. The Supreme
Court, in a brief order, rejected the appeal.

This paved the way for resumption of the
multi-million dollar suit in the Chicago Fed-
eral Court [B»T, Nov. 22, 1954, et seq.]. Pend-
ing is a similar suit in Delaware Federal Court.
RCA's contention was that the Delaware trial
should be held first. Both suits involve RCA
patents and licensing arrangements.

Former Democratic Presidential candidate
Adlai E. Stevenson represented RCA in the
appeal. It was Mr. Stevenson's first case be-
fore the Supreme Court since the 1952 elec-
tions.

Stromberg-Carlson Sales
Decline; Net Earnings Up

NET SALES for all divisions of Stromberg-
Carlson Co., Rochester, N. Y., declined to
$63,509,429 in 1954 from $65,241,861 in 1953,
but net earnings rose to $1,981,754 from $1,-
667,308 in 1953, according to the company's
annual report made public last week.

After provision for preferred dividends, the
report states, net earnings per common share
amounts to $3.65 on each of the 509,1 15 shares,
as compared to $3.40 on each of the 484,551
shares outstanding at the end of 1953.

The radio-television division during 1954
shipped 31% more television receiver units
than in 1953 and sold them at approximately
$50 more per unit than the industry average,
it was reported.

In the broadcasting phases of the company's
operations, the report said, WHAM-TV Roch-
ester switched channels from 6 to 5, accom-
panied by an increase in power to 100 kw.

Two Cuba Tv Networks
Install RCA Transmitters

TWO RCA television transmitters are being
installed at the key stations of Television Na-
tional and CMQ-TV networks in Havana, it
was announced last week by Meade Brunet,
vice president of RCA and managing director
of the RCA International Div.

The transmitters, raising to seven the total
number of RCA-built tv transmitters in Cuba,
will be installed in the same building and share
the same tower facilities. Mr. Brunet noted that
Havana, with five stations, has more than any
city outside the U. S. Four of these stations,
he said, have been built by RCA.

Mr. Brunet reported that both Television
Nacional and CMQ-TV are expanding tv net-
work services to their other stations in Santa
Clara, Camaguey and Santiago de Cuba.

/, Unexcelled performance—an AM
transmitter with performance char-
acteristics that approach the re-
quirements of FM broadcasting.

2, Simplified circuitry using compo-
nents operated at approximately
one-half their rating — insures sta-
ble, trouble-free service.

3. A position remote control system
designed and built by the same
manufacturer.

The remote control system that uses
only DC circuits — with conventional
relays and contactors. No tubes,
tones, or dials.

5. The remote control system that in-
cludes a high-fidelity off-the-air
receiver for monitoring and trans-
mitter supervision.

MANUFACTURING COMPANY

4212 S. Buckner Blvd.

Dallas 27, Texas

Broadcasting • Telecasting

April 4, 1955 • Page 87

MANUFACTURING •

GE Conferences Highlight
Basic Tv Lighting Problems

FUNDAMENTALS of black-and-white tv,
color tv and studio lighting will highlight
two 2-day Tv Studio Lighting Conferences to
be held in the General Electric Lighting Insti-
tute at Nela Park, Cleveland, April 4 through 7.

Discussions and demonstrations will be pre-
sented by GE lighting specialists and guest
speakers from tv stations. Special attention
will be focused on studio lighting problems and
their solutions.

The clinics will be conducted in a model
demonstration studio which will have a 65 kw
connectable lighting load. Black-and-white and
color tv cameras will take pictures of the ac-
tual lighting situations created. These will be
monitored so that the relative values of the
lighted sets can be compared. Climax of each
of the two conferences will be a session devoted
to progress in color tv.

GE Appoints Beldon

APPOINTMENT of Jack S. Beldon as man-
ager of marketing for the radio-tv department
of General Electric Co., Syracuse, N. Y., was
announced last Friday by Herbert H. Riegel-
man, general manager of the department. He
replaces Eugene F. Peterson, now manager of
International General Electric Co.'s consumer
goods export department.

Mr. Beldon joined GE in 1953 handling
special assignments in the company's marketing
operation in New York.

RCA Cuts Vidicon Price

REDUCTION in the retail price of the vidicon
television camera tube (RCA-6198) from $345
to $315 was announced last week by Lee F.
Holleran, general marketing manager of the
tube division, RCA. This marks the second
reduction since commercial introduction of the
tube in 1952.

The reduced price was made possible, Mr.
Holleran explained, because of "constantly in-
creasing applications of the vidicon.

4 Ilea sons Why

The foremost notional and local ad-
vertisers use WEVD year after
year to reach the vast
Jewish Market
of Metropolitan New York
1. Top adult programming
2. Strong audience impact
3. Inherent listener loyalty
1 4. Potential buying power

Send for a copy of

"WHO'S WHO ON WEVD"
Henry Greenfield, Managing Director
WEVD 117-119 Watt 46th St.,
Haw York 19

Electronic Typesetting

NEW DEVICE seen futuristically as an
electronic means of typesetting has been
developed by RCA. The new product
was described as an electron-image
tube that can translate coded sig-
nals from tape, keyboard or radio into
clearly defined letters and figures at a
speed of up to 100,000 words per minute
for high-speed photographic recording.

When it achieves commercial form, an
RCA spokesman said, its initial applica-
tion is likely to be in electronic message
transmission and computing systems. Fur-
ther development is expected to fit it for
wider application in general printing. The
new tube was developed by Warren H.
Bliss and John E. Ruedy under the super-
vision of C. J. Young and Dr. G. A.
Morton of the technical staff of RCA's
David Sarnoff Research Center.

New Microphone Developed

ELECTROVERT Inc., New York, has an-
nounced the introduction of a new microphone,
designed especially for tv and motion picture
studios. Unique feature, according to Gustav
Szabo, vice president, is its built-in low fre-
quency equalizer which automatically eliminates
"rumble and hum." The new microphone will
be sold and serviced by Camera Equipment
Co., New York.

MANUFACTURING PEOPLE

Matthew D. Burns, general manager, electronic
tube operations, Syl-
vania Electric Prod-
ucts Inc., N. Y.,
elected vice presi-
dent of the company.

Douglas Wallace, as-
sistant vice president,
Graybar Electric
Co., N. Y., elected
vice president.

Robert L. Jablonski,

western district sales
manager, Hoffman
Electronics Corp.,
L. A., radio-tv set manufacturers, named na-
tional service manager.

A. H. Jackson, sales manager, tower dept.,
equipment div., Blaw-Knox Co., Pittsburgh,
named general manager, division's engineering
and development dept. Robert A. Troman, as-
sistant sales manager, tower dept., promoted to
sales manager of dept.

MR. BURNS

INTERNATIONAL

CKNW Sale on Heavy Agenda
Facing CBC Board April 15

BOARD of governors of the Canadian Broad-
casting Corp., to meet in Ottawa on April 15,
will consider a number of important transfers
of ownership in radio stations, applications for
four new radio and two new tv stations and
changes in some CBC regulations.

The Canadian inter-provincial Rugby Foot-
ball Union is asking the CBC board to change
regulations permitting reconstruction of play-
by-play broadcasts of sporting events. The new
regulations would require permission from the
participating organizations and clear identifica-
tion every 15 minutes that the broadcast is re-
constructed.

New tv licenses are being requested by CJOC
Lethbridge, for ch. 7 with 102.8 kw video and
57.7 kw audio, and by CFCY Charlottetown,
for ch. 13 with 21 kw video and 12.5 kw audio.

Am licenses are being applied for by Greg-
May Broadcasting Ltd., at Lindsay, Ont., for
1 kw on 910 kc; John William Pellie, at Smith
Falls, Ont., for 250 w on 1070 kc; Jean La-
londe, at St. Jerome, Que., for 1 kw on 900 kc,
and Phillip Bodnoff, at Weyburn, Sask., for
250 w on 1340 kc.

Control of CKNW New Westminster, B. C,
5 kw station on 1320 kc, has been sold for an
undisclosed sum to the Southam Co. Ltd., Van-
couver, subject to CBC board approval. New
controlling ownership also owns daily Van-
couver Province; shares in CFAC Calgary and
Calgary Herald; CJCA Edmonton and the Ed-
monton Journal; CKOY Ottawa, and CHCH-
TV Hamilton, through CJSH-FM Hamilton
and the Hamilton Spectator.

William Rea Jr., president of International
Broadcasting Co., which relinquishes CKNW,
said that the sale was for reasons of personal
health. Following a fire at CKNW in May of
last year, Mr. Rea collapsed and since then
has been recuperating in California. Bill Hughes
has been managing CKNW. No changes in
personnel or program policy are planned by
the new owners.

Transfer of control also is being requested
for CKOV Kelowna, B. C; VOCM St. John's,
Nfld., and CFDA Victoriaville, Que.

CKRD Red Deer, Alta., is asking for a
change in frequency from 850 kc to 1440 kc
with 1 kw power.

Dunton Says Union Demands
Prevent Program Exchange

CANADIAN entertainment unions are pricing
themselves out of the U. S. market by seeking
large extra payments for Canadian Broadcast-
ing Corp. programs requested for U. S. net-
works, it was indicated last week. A. D. Dun-
ton, CBC board chairman, told the Canadian
Parliamentary Committee on Broadcasting at
Ottawa on March 24 that Canadian talent and

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ERCE

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Page 88 • April 4, 1955

Broadcasting • Telecasting

EDUCATION

creative work is not being heard outside Canada
because of such union demands.

Mr. Dunton told the members of the
Canadian Parliament that exchange programs
from the U. S. carried on Canadian radio net-
works and television stations carry no such
extra payments. He said Canadian unions
want CBC, U. S. networks or individual U. S.
stations to pay talent costs for programs origi-
nating in Canada and that this is keeping pro-
grams from being sent as exchange features to
U. S. networks.

He also pointed to agreements with musi-
cians unions which require stand-by orchestras
when amateur musicians are used, although the
union musicians do nothing. CBC was asked
by the committee to report how much was paid
union musicians in the past year for stand-by
purposes. Mr. Dunton was asked what action
the unions would take if the CBC tried to use
amateur performers without stand-by payments.
He told the committee that although the word
"strike" was never used, the CBC had been told
forcibly and at some length that the musicians
union would not have the services of its mem-
bers available to the CBC.

Mr. Dunton also said that it was difficult to
obtain enough good Canadian scripts for tv
dramatic programs, even though every effort
was being made to encourage Canadian writers.

European Set Count Shows
British Domination in Tv

OF THE 3,742,000 tv receivers in use in
Western Europe at the end of 1954, 3.5 million
are in the British Isles — leaving 242,000 for
the eight countries on the Continent.

This information was reported by the Bureau
of Foreign Commerce of the Dept. of Com-
merce in a trade information service pamphlet
entitled "Foreign Television Development"
(Part 4, No. 55-2).

Inadequate revenue for programming and
technical development and the present high cost
of receivers were cited as the two major draw-
backs to more rapid expansion of tv in Europe.

During the first experimental Eurovision tele-
cast — linking eight countries in a single telecast
— 18 programs were televised, the study re-
ported. The international hookup took place
during the period from June 6 to July 4, 1954,
and linked Italy, Switzerland, West Germany,
Denmark, Netherlands, Belgium, France and
Great Britain.

CBC Promotes Three

THREE SENIOR administrative changes at
the Canadian Broadcasting Corp.'s head office
in Ottawa have been announced.

Marcel Carter, director of personnel and ad-
ministrative services, has been appointed execu-
tive assistant. His new post will be the co-
ordination of radio and integrated services.
C. E. Stiles, with CBC and its predecessor since
1933, becomes director of personnel and ad-
ministrative services. Kenneth M. Kelly, with
CBC since 1939 and for past year planning and
development officer in the personnel and ad-
ministrative division, has been appointed as-
sistant director of the division.

Tv Set Sales Up in Canada

IN the first two months of 1955 a total of
111,386 tv receivers valued at $35,331,344 were
sold in Canada, compared to 73,675 sets in the
same period of 1954, according to the Radio-
Television Mfrs. Assn. of Canada.

JCET APPOINTS
JORGENSEN HEAD

JOINT COMMITTEE on Educational Tele-
vision, meeting in Washington last week, chose
as chairman at its annual election Dr. Albert
N. Jorgensen, president of the U. of Con-
necticut and the JCET representative of the
National Assn. of State Universities.

The organization, beginning its fifth year of
activity, named as vice chairman Dr. Edgar
Fuller, executive secretary of the Council of
Chief State School officers.

JCET also announced that the American
Assn. of School Administrators has been added
to its membership. Dr. Worth McClure, AASA
executive secretary, will represent the group on
the JCET.

NBC-TV Operas Are for All #
Stanley Tells Chicago Meet

NBC-TV operas in English are creating an "ex-
citing new art form" in line with the network's
objective to assume a social responsibility to
the entire American population and not just
cultural groups, Edward Stanley, NBC man-
ager of public service programs for radio-tv,
said March 25 in a speech before the Chicago
Area Educational Television Conference at the
Illinois Institute of Technology. He charged
wide exposure of cultural fare by radio-tv is
often resented by some "intellectuals," and
claimed the recent NBC-TV production of Peter
Pan demonstrates it is possible to make "some-
thing spectacularly fine" available to the Ameri-

can people. Mr. Stanley spoke on "educational
programming for networks."

In another talk, Harry K. Newburn, director
of the Educational Television & Radio Center,
Ann Arbor, Mich., asserted the educational tv
movement is "beset with problems of all kinds
and descriptions." Among trouble spots he cited
( 1 ) failure of community-type stations to re-
solve hardships in organization and long range
support; (2) delays in delivery of equipment;
(3) problems of staff members in learning
operation of equipment and inexperience of sta-
tion personnel, and (4) difficulties of producers
in coordinating the work of teacher with that
of professional.

Weed Scholarships Announced

THE WEED Broadcasting Scholarship, estab-
lished by Joseph Weed, president of Weed &
Co., station representative, for students apply-
ing radio and tv to a major field of study at
Iowa State College, Ames, has been announced
by WOI-TV there, station owned by the col-
lege. The scholarship, an annual award of
$500, will be presented to a senior or graduate
student now enrolled at an accredited school.

Applications, to be submitted prior to May 2,
may be obtained from Richard B. Hull, Direc-
tor of Radio-Television, Iowa State College.

WIBW Awards Scholarships

SCHOLARSHIPS worth $250 have been pre-
sented to two Kansas State College students by
WIBW Topeka for their 4-H Club achievement,
leadership and community service, J. Harold
Johnson, state club leader, has announced.
The winners are Jane Mills, freshman in ele-
mentary education, and Sylvester Nyhart, fresh-
man in speech.

SdCiq MASTER MONITOR permits critical
supervision of video signals

The new ACL Master Monitor — of proven
design — based on exhaustive operational
field tests over the past year, provides
quality picture and waveform presentation
with excellent viewing in high ambient light.

Check these features of the ACL Master Monitor!

1 . Stabilized pulse cross presen-
tation providing expanded and
reversed polarity display.

2. Interchangeable CRO calibration
scales featuring edge-lighting and zero parallax

3. 2% CRO calibration accuracy
\^ 4. Maximum amplitude distortion of

2% for full 2y 2 " CRO display
5. Separate picture and CRO inputs
V 6. 5 MC waveform response or IRE roll-off
\^ 7. Designed for counterbalanced mounting in

console housing (ACL Type CH-3A optional)
j/* 8. Designed to operate with conventional,

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This versatile unit is now available for prompt delivery. For the best value
in performance and serviceability check with ACL first.

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IN CH-3A
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Broadcasting

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TV Station Equipment Subsidiary of ADLER COMMUNICATIONS LABORATORY
One J. e F e v r e Lane, New Rochelle, N. Y. New Rochelle 6-1620

April 4, 1955 • Page 89

KANS, WBZ-TV WIN
GOLD MEDAL AWARDS

Wichita and Boston stations re-
ceive top public service awards
in fire safety and fire preven-
tion from National Board of
Fire Underwriters.

GOLD Medal Awards of the National Board of
Fire Underwriters. New York, have been won
by KANS Wichita. Kan., and WBZ-TV Boston
for outstanding public service in fire prevention
and fire safety during 1954. Winners were an-
nounced last Thursday by J. Victor Herd, presi-
dent of the National Board and executive vice
president of the American Fore, group of in-
surance companies. The Kalamazoo (Mich.)
Gazette and Illinois Valley News, Cave Junc-
tion, Ore., also received gold medals.

In addition to the gold medal winners, re-
cipients of honor award citations in the radio
classification were: WO WO Ft. Wayne, Ind.,
first honor award citation; WHO Des Moines,
Iowa, second honor award citation; WHLM
Bloomsburg, Pa., honor citation, and WMUB
(FM) Oxford. Ohio, honor citation.

Television stations that were cited were:
WMAR-TV Baltimore, first honor award cita-
tion: KTTS-TV Springfield. Mo., honor award;
WFMY-TV Greensboro, N. C, honor award,
and WHAM-TV Rochester, N. Y., honor award.

Among the six honor awards in the daily
newspaper category were the Twin City Sentinel
(WSJS-AM-TV), Winston Salem, N. C.; and
Memphis (Tenn.) Commercial Appeal (WMC,
WMCF [FM], WMCT [TV]).

Mr. Herd announced that presentation of

MONTANA CALLS
HOLLYWOOD GRAD

ANTON (TONY) GAYHART, a recent
graduate of Northwest Radio & Television
School's new Hollywood Studio, has gone
to work in film and announcing for
KGVO-TV. Missoula, Montana.

Broadcasters all over the country are
finding that screened, professionally-
trained graduates like Tony are saving
them both money and time. Let us help
you by referring qualified people to you
with complete details, as they fit your
specific need.

There's no charge, of course, and we
assure you of prompt, personal attention.
Write or call collect, John Birrcl, North-
west Radio & Television School, 1221 N. W.
21st Ave., Portland 9, Oregon. We have
schools in Hollywood, Chicago, Washing-
ton, D. C, and Portland.

GATHERED prior to the March 25 presentation of the Alfred I. duPont Awards in Wash-
ington's Mayflower Hotel [B»T, March 28] are (I to r): O. W. Riegel, curator, Alfred I.
duPont Awards Foundation, and professor of journalism, Washington & Lee U.; Merle
Tucker, owner of KGAK Gallup, N. M., winner of the small station award; Victor Sholis,
vice president-director WHAS-AM-TV Louisville, winner of large station award; Mrs.
Alfred I. duPont; Eric Sevareid, winner of commentator award; Francis P. Gaines, presi-
dent of Washington & Lee and chairman, board of judges.

awards is usually made at a civic function in
the recipient's community. A gold medal
went to KANS for a campaign which included
the preparation of original recorded safety
jingles sent to all radio stations in the state
and outside activities beyond the limits of
Kansas.

WBZ-TV merited the award, Mr. Herd said,
for the production of an original film entitled
Cry in the Night, which was concerned with
the safety of portable heaters. The film was
made available to outside organizations as a
public service.

Mpls.-St. Paul Awards Made

U. S. Treasury awards for outstanding achieve-
ment in promoting the sale of savings bonds
have been presented to 1 1 radio and tv stations
in Minneapolis-St. Paul. The stations were cited
for conducting an intensive sale campaign dur-
ing the second week in December, contributing
to Minnesota's total for that month of S9.5
million, the highest monthly total since 1945.

The stations are: KEYD, KTIS, KUOM,
WPBC, KSTP-AM-TV, WLOL, WCCO-AM,
WCCO-TV, WTCN-AM-TV, WDGY and
WMIN-TV. A personal award for leadership
as chairman of the state radio-tv committee
was presented to Larry Haeg, WCCO.

Radio Writers Award Set Up

FOLLOWING the announcement of the first
tv writers award, to be given by Writers Guild
of America West, Hollywood [B»T, March 21],
the WGAW Radio Branch announced an award
for radio writers.

Winners, confined to WGAW membership
at present, will be selected for best programs in
four categories: dramatic anthology series, dra-
matic episode series, situation comedy series
and variety comedy or personality series. Nom-
inations for eligible programs, from luly 1954
to June 1955, will come from WGAW mem-
bers, networks, independent stations and pack-
agers.

AWARD SHORTS

Dave Showalter, director of public affairs, Co-
lumbia Pacific Radio Network, was only mem-

ber of radio industry to receive a "Job Well
Done" award for 1954 from National Voca-
tional Guidance Assn.

George Putnam, KTTV (TV) Hollywood news
commentator, tendered a special award for "out- '
standing work with California youth" by Cali-
fornia State Juvenile Officers' Assn., marking
first time group has "so sponsored anyone in
public life."

Dale Evans, co-star of NBC-AM-TV Roy
Rogers Show received first Annual Achieve-
ment Award of Radio-Tv Women of Southern
California as "that woman in the radio-tv in-
dustry who has most distinguished herself dur-
ing the past year by her contributions beyond
the normal demands of her professional ca-
reer."

WJAR-TV Providence. R. I., awarded a cer-
tificate of appreciation from National Exchange
Club of Toledo, Ohio, sponsors of National
Crime Prevention Week, for on-the-air promo-
tion in support of Crime Prevention Week.

S. Olive Young, salesman, WAGA Atlanta,
Ga., winner of Atlanta Sales Executives Club's
Victor Award as "the most outstanding At-
lanta salesman for 1954." Mr. Young, a four-
year WAGA veteran, has led the radio sales
staff in sales for those four years.

Harris-Tuchman Productions, Hollywood, for
third consecutive year received top award for
tv commercials in the annual Arizona Adver-
tising Awards, with the winning entry produced
for Arizona Brewing Co., Phoenix.

Lewis G. Cowan, producer* of Down You Go
WABD (TV) New York, presented certificate
of appreciation from American Cancer Society
"for notable assistance in the crusade to con-
quer cancer."

Melvin L. Gold, president, Mel Gold Produc-
tions, N. Y., presented with a plaque and the
title of "Honorary Lifetime President" by the
National Television Film Council. Mr. Gold
was founder of NTFC in 1948; held the office
of president for four terms, and was chairman
of the board for two terms. In his honorary
post, he will become a member of the execu-
tive committee and e.x-officio member of the
board of directors.

Page 90 • April 4, 1955

Broadcasting • Telecasting

PROGRAMS AND PROMOTION

'A Matter of Time'

HEART research film titled A Matter of
Time, released last December through
Association Films Inc., New York, has
been shown on 328 television stations to
date, according to an announcement made
last week by the Institute of Life Insur-
ance, New York, which produced the
film. A spokesman for the institute also
said that the documentary, which deals
with the progress medical science has
made in its fight against heart disease,
has been carried by the DuMont
Television Network and ABC-TV and
portions of it have been used on Omnibus,
Sundays on CBS-TV. Prints of the 16mm
15-minute film are available in color or
black-and-white from Association Films,
347 Madison Ave., New York 17.

TWO POINTS OF VIEW

PROMOTION PIECE pointing up the superi-
ority of its sales reach over that of a rival news-
paper has been put out by Los Angeles Times-
owned KTTV (TV). The mailing duplicates
an ad in which the Los Angeles Herald Express
said a 210-line ad in its pages attracted 138,478
readers, or 844 readers per dollar. By com-
parison, KTTV noted, an advertiser buying
KTTV's "Triple Pay Plan" gets a commercial
on Mr. and Mrs. North, Boston Blackie, and
Lone Wolf, thereby attracting 1,178,586 view-
ers, or 1,236 viewers per dollar. "As a matter
of fact," the promotion maintains, "any com-
mercial you buy on KTTV on any day, will
deliver an average of 1,185 viewers per dollar!"

WLWC (TV) ENDS TALENT HUNT

WLWC (TV) Columbus, Ohio, has completed
an eight-week talent contest through five cen-
tral Ohio counties. The station reports that this
competition was the most extensive attempted
in that area. The winner receives a five-day
expense-paid vacation in New York and a paid
in-person appearance on NBC's Tonight.

WBSC CLAIMS 'FIRST'

WBSC Bennettsville, S. C, has issued a 12-page
brochure giving information about the central
Carolina market and plugging its new Neil
| Terrell & the News show. The station also re-
ports it is airing what it believes to be the
first all-Negro radio quiz show.

SEARCH FOR A SALESMAN

SALES Executives Club of Chicago is cooperat-
ing with the local Tribune on a search to find
"Chicago's Salesman of the Year," who will be
announced April 24 and honored at a rally spon-
sored by SECC at the Civic Opera House May
4. Winning salesman and the nominating party
each will receive a $250 cash prize, and 38 ad-
ditional $25 prizes will be given to runners-up.
The contest closes April 17 and entries will be
judged by a jury to be appointed by the SECC.

KRCA (TV) UPS NEWS COVERAGE

INCREASED interest in news of the situation
in the Far East has motivated KRCA (TV)
Hollywood to augment its news coverage to 14
telecasts per day. Total of 85 minutes of news
per weekday reportedly gives KRCA more news
programming than any other tv station in
southern California.

TIMES SQUARE 'SPECTACULAR'

! SALESMEN at WRCA-AM-TV New York will
see their names in lights starting today (Mon.).
The following message will be spelled out in
moving letters which operate on the sta-
tions' "Spectacular" in Times Square: "Adver-
tisers: You can sell more on WRCA and
WRCA-TV. Phone salesmen George Stevens,
Jay Heiten, Dan Sobel, Jim Barry, Bill Kreitner,
Herman Maxwell, Carl Shutz at Circle 7-8300."
; The station estimates that the message will be
| carried once every six minutes and will be seen
1 by approximately one million people every
| week.

I TONS OF MONEY

TO POINT OUT how big the farm market is
that KMA Shenandoah, Iowa, services, the sta-
tion is sending to agencies and advertisers
5Vi"x7" mailing pieces which put the figures
in perspective. The farm market income totals

$1,910,798,000, according to KMA, and the
cards explain that the money represents 54,594
tons of dimes, quarters or half dollars — enough
silver coin to load 1,091 average size freight
cars which would measure 8.3 miles in length.
The station bases its deductions on the formula,
as provided by a local banker, that it takes
$17.50 in silver coin to equal one pound. The
promotion piece suggests that the reader, by
contacting the station or Edward Petry & Co.,
its representative, investigate "the market so
rich it takes 1,091 freight cars to haul away
the KMA farm income each year."

CARTB PROMOTES STATIONS

TO REACH more national and regional ad-
vertisers throughout Canada, a series of two-
minute messages about national selective radio
is being sent to advertisers and agencies by the
Canadian Association of Radio & Television
Broadcasters. The folders, first of which was
entitled "You Can Call the Shot" deal with the
advantages of spot radio on Canadian stations.
To keep the informational messages together,
CARTB also mailed to advertisers and agencies
a folder which shows on a map of Canada a list
of the 126 member radio stations. CARTB
also is distributing a booklet with the message
that "Radio in Canada reaches more people,
covers more homes, more often at less cost"
and points out that there are more than 6 mil-
lion radio sets in use in Canada's 3,886,000
homes.

WOR SALES SERIES

ABOUT 200 advertising agency timebuyers, ac-
count executives and media personnel in New

York were invited by WOR there to attend
a four-day series of breakfasts at Schrafft's
Restaurant for a sales presentation on the sta-
tion's personalities. The meetings, which were
under the direction of Gordon Gray, vice presi-
dent and general manager of WOR-AM-TV,
and Bill Dix, WOR sales manager, were de-
voted to a presentation pointing up the success
of the recent John B. Gambling Madison
Square Garden rally, [B«T, March 14, 7], at-
tended by more than 25,000 fans, and the sales
appeal of WOR's lineup of other personalities.

THE BEST MUSIC IN AMERICA

repertory
of

distinction

and an
outstanding
Transcribed

Library

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New York 17, N.Y.

Broadcasting • Telecasting

April 4, 1955 • Page 91

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PROGRAMS & PROMOTION

WKY-TV Oklahoma City personnel transferring to WSFA-TV Montgomery, Ala., whose
purchase by WKY-TV ownership (Oklahoma Publishing Co.) has been approved by the
FCC, prepare to take a "pledge of allegiance" to the Confederate flag. Hoyt
Andres, seated, former assistant manager of WKY-TV, becomes manager of WSFA-TV.
Standing (I to r): Scott Berner, chief photographer; Phillis Lewis, film department; Bob
Tuttle, promotion and traffic manager; Bob Doty, program manager and assistant to
Mr. Andres; Mack Rogers, news director, and Gene Jacobson, production manager.

KFWB GETS AIRBORNE

WITH permission already granted by the Civil
Aeronautics Authority and cooperation pledged
by law enforcement agencies, KFWB Holly-
wood is awaiting FCC clearance before in-
troducing regular aerial traffic bulletins into
the station's programming.

KFWB President Harry Maizlish announced
that the station has acquired an airplane to fly
over Los Angeles' crowded streets and freeway
system during peak traffic hours to broadcast
bulletins aimed at motorists. The bulletins
would inform the motorists how best to avoid
congested routes, as well as warning them away
from the freeway system when accidents and
breakdowns cause traffic jams. FCC approval
is required of plane-to-ground broadcasts.

TRIBUTE TO A COMMENTATOR

FUNERAL services Thursday for Walter White,
61, who died March 16, were broadcast by
WLIB New York as a final tribute to the civil
rights leader who had been a commentator on
the station for the past three years. Mr. White,
executive secretary of the National Assn. for
the Advancement of Colored People, died in
New York of a heart attack. Last October, he
had twice entered the hospital for treatment.
WLIB also devoted portions of all programs
broadcast on Tuesday to tributes to Mr. White.
Various aspects of his life were treated in six
morning community news broadcasts. During
the regularly-scheduled Walter White Show
over the weekend (Sat., 5 p.m. EST), the station
presented talks by close friends and associates
of the late champion of the Negro's cause.

KFOX GOES TO MOVIES

SERIES of wide-screen motion picture trailers
is used in seven local theatres by KFOX Long
Beach, Calif., to reach an estimated audience
of over 65,000 potential listeners a week.

KELLOGG PREMIUM PROMOTION

KELLOGG Co. of Battle Creek, Mich., has
been distributing to grocers newly-designed

cereal boxes with full-color portraits of Mary
Hartline and Cliffy the Clown (from ABC-TV's
Super Circus) and containing premium offers
for Mary Hartline Magic Doll Kits. The pre-
mium offer is being made in connection with
the purchases of Kellogg's Sugar Smacks, ad-
vertised on the network program each Sunday.
Millions of the boxes have been prepared for
sale by the cereal firm in recent months.

CALL OF THE YUKON

NEW crop of landowners developed among
Southern California radio editors and columnists
recently, when Quaker Oats Co., through KHJ
Hollywood, distributed signed and notarized
land deeds granting the writers full ownership
of one square inch of the Canadian Yukon.
Just "incidentally," the Mutual-Don Lee
Broadcasting System station announced that the
Sgt. Preston of the Yukon series can be heard
each Tuesday and Thursday on the network.

Now It's Easter Radios

SPECIAL spot announcements were start-
ed March 20 on WCUE Akron to launch
a "give a radio for Easter" promotion
designed by that station. Tim Elliot, pres-
ident-general manager, has reported that
all radio dealers in the Akron area were
advised of the drive in the event that
they wished to tie in with the promo-
tion through broadcast and visual adver-
tising and through special point-of-sale
displays.

Mr. Elliot pointed out that 98% of
the homes in Summit county in which
Akron is located are radio-equipped but
that the trend toward a radio in every
room is growing. The WCUE promotion
is intended to stimulate the trend. He
also announced plans for a portable ra-
dio promotion which will get underway
later in the spring.

Page 92 • April 4, 1955

Broadcasting

Telecasting

FOR THE RECORD

Station Authorizations, Applications

(As Compiled by B • T)

March 24 through March 30

Includes data on new stations, changes in existing stations, ownership changes, hearing
cases, rules & standards changes and routine roundup.

Abbreviations:

CP — construction permit. DA — directional an-
tenna. ERP — effective radiated power. STL —
studio-transmitter link, synch, amp. — synchro-
nous amplifier, vhf — very high frequency, uhf —
ultra high frequency, ant. — antenna, aur. — aural,
vis. — visual, kw — kilowatts, w — watts, mc —

megacycles. D — day. N — night. LS — local sun-
set, mod. — modification, trans. — transmitter,
unl. — unlimited hours, kc — kilocycles. SSA —
special service authorization. STA — special tem-
porary authorization. (FCC file and hearing
docket numbers given in parentheses.)

FCC Commercial Station Authorizations
As of Feb. 28, 1955 *

Licensed (all on air)

2,687

525

130

CPs on air

t318

CPs not on air

101

130

Total on air

2,692

542

448

Total authorized

2,793

553

578

Applications in hearing

137

167

New station requests

186

New station bids in hearing

151

Facilities change requests

146

Total applications pending

755

222

Licenses deleted in Feb.

CPs deleted in Feb.

* Does not include noncommercial educational
fm and tv stations.

t Authorized to operate commercially, but sta-
tion may not yet be on air.

# * *

Am and Fm Summary through March 30

Am
Fm

Air
2,705
542

Licensed
2,696
526

CPs
114
30

Appls.
Pend-
ing

190
7

Hear-
ing
76

Television Station Grants and Applications
Since April 14, 1952
Grants since July 7 7, 7952:

vhf

uhf

Total

Commercial

275

319

596 1

Educational

Total

Operating Stations in U. S.:

vhf

uhf

Total

Commercial on air

308

107

415

Noncommercial on air

Applications filed since April

74, 7952:

New Amend, vhf

uhf

Total

Commercial

958 337

739

537

1.277 2

Educational

57 3

Total

1,015 337

768

565

1,334*

1 One hundred-thirty-six

CPs (26

vhf, 110

uhf)

have been deleted.
; One applicant did not specify channel.
: Includes 35 already granted.
1 Includes 629 already granted.

ACTIONS OF FCC
New Ty Stations . . .

ACTIONS BY FCC

Mobile, Ala.— WKRG-TV Inc. granted vhf ch.
5 (76-82 mc); ERP 100 kw visual, 50 kw aural;
antenna height above average terrain 520 ft.,
above ground 460 ft. Estimated construction cost
$294,000, first year operating cost $212,298 revenue
$232,118. Post office address 205 Government St.,
Mobile. Transmitter location Cottage Hill Rd.,
0.58 mi. West of intersection with Azalea Rd.
Geographic coordinates 30° 39' 12" N. Lat., 88° 08'
59" W. Long. Transmitter DuMont, antenna RCA.
Legal counsel McKenna & Wilkenson, Washing-
ton. Consulting engineer Commercial Radio
Equipment Co., Washington. Principals include
Pres. Kenneth R. Giddens (20%); Shirley Rester
Konrad (10%); T. J. Rester (10%); Spring Hill
College (6.6%); Alfred F. Delchamps (4.4%), real
estate; and 15 other minority stockholders.
Messrs. Giddens and Rester operate WKRG
Mobile. Granted March 24.

Yakima, Wash. — Robert S. McCaw d/b as Chi-
nook Tv Co. granted uhf ch. 23 (524-530 mc) ; ERP
21.9 kw visual, 11.7 kw aural; antenna height
above average terrain 960 ft., above ground 150
ft. Estimated construction cost $114,156, first year
operating cost $120,000, revenue unknown. Post
office address % Radio Station KYAK, P. O. Box
172, Yakima. Studio location corner Fair & Mead

Ave., Yakima. Ahtanum Ridge Rd., south of
Yakima. Geographic coordinates 46" 31' 56" N.
Lat., 120° 30' 30" W. Long. Transmitter and
antenna RCA. Consulting engineer John Walker,
Aberdeen, Wash. Mr. McCaw is pres.- y 3 owner
KYAK Yakima; pres-Vs owner KALE-AM-FM
Richland, Wash.; pres.- 1 ,^ owner KLAN Renton,
Wash., and 10% owner Harbor Tv Corp., commu-
nity tv system at Aberdeen, Wash. Granted
March 30.

Existing Tv Stations . . .

ACTIONS BY FCC

WTVT (TV) Tampa, Fla. — Tampa Tv Co.

granted STA to operate commercially on ch. 13
for the period ending Sept. 21. Granted March
18; announced March 29.

WILL-TV Urbana, 111— U. of 111. granted mod.
of CP for reserved ch. 12 to change station loca-
tion from Champaign to Urbana; change trans-
mitter location to NW corner of U. of 111. Sta-
dium, S. 1st St. at Florida Ave., Champaign;
studio location to South Wright, Urbana; ERP to
45.7 kw visual; 22.9 kw aural; antenna height
above average terrain 160 ft. Granted March 22;
announced March 29.

WITN (TV) Washington, N. C— North Carolina
Tv Inc. granted mod. of CP for ch. 7 to change
studio location to U. S. Hwy. 17, 2.6 miles S of
Washington and waiver of Sec. 3.613 of the rules.
Granted March 22; announced March 29.

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Broadcasting • Telecasting

April 4, 1955 o p age 93

■FOR THE RECORD 1

KTBC-TV Austin, Tex. — Texas Bcstg. Corp.
granted CP to change ERP to 247 kw visual, and
124 kw aural. Granted March 23; announced
March 29.

KTVE (TV) Longview, Tex. — East Texas Tv Co.
granted mod .of CP for ch. 32 to change ERP to
224 kw visual, 132 kw aural; antenna height above
average terrain 290 ft. Granted March 23; an-
nounced March 29.

KANG-TV Waco, Tex.— Texas Bcstg. Corp.
granted mod. of CP for ch. 34 to change ERP to
18.6 kw visual, 10 kw aural; change description
of studio and transmitter location to 4811 Bosque
Blvd.; antenna height above average terrain 505
ft. Granted March 22; announced March 29.

STATIONS DELETED

WFTL-TV Ft. Lauderdale, Fla.—Tri- County
Bcstg. Co. FCC granted request to cancel CP
and delete call letters for tv station on ch. 39.
Deleted March 25.

WIBG-TV Philadelphia, Pa.— Daily News Tv Co.
FCC granted request to cancel CP and deleted
call letters for tv station on ch. 23. Deleted
March 25.

KTVP (TV) Houston, Tex. — R. L. Wheelock,
W. L. Pickens & R. H. Coffield d/b as Uhf Tv Co.

FCC deleted tv station on ch. 23 for lack of
prosecution. Deleted March 24.

Dallas, Tex. — R. L. Wheelock, W. L. Pickens &
H. H. Coffield d/b as Uhf Tv Co. FCC deleted
tv station on ch. 23 for lack of prosecution. De-
leted March 24.

WTLB (TV) La Crosse, Wis.— La Crosse Tv
Corp. FCC deleted tv station on ch. 38 for lack
of prosecution. Deleted March 24.

APPLICATIONS

KHBC-TV Hilo, Hawaii— Hawaiian Bcstg. Sys-
tem Ltd. seeks mod. of CP for ch. 9 to change
ERP to 1.01 kw visual, 0.51 kw aural; antenna
height above average terrain 293 ft. Filed March
25.

WABD (TV) New York, N. Y.— Allen B. Du-
Mont Labs seeks mod. of CP for ch. 5 to change

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EXECUTIVE & STAFF LEVELS

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When a vacancy exists at manage-
ment or staff level in your station it
is of the utmost importance that the
right man or woman be found . . .
and fast. Delays are costly.

There is no need to burden yourself
and your secretary with reams of need-
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skilled personnel specialists, headed by
Howard S. Frazier, the pioneer TV and
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708 Bond B!dg., Washington 5, D. C.

ERP to 16.7 kw visual, 8.8 kw aural; antenna
height above average terrain 1,329 ft. Filed
March 25.

KDUB-TV Lubbock, Tex. — Texas Telecasting
Inc. seeks mod. of CP for ch. 13 to change ERP
to 316 kw visual, 158 kw aural; antenna height
above average terrain 823 ft. Filed March 28.

CALL LETTERS ASSIGNED

WAIQ (TV) Andalusia, Ala.— Alabama Educa-
tional Tv Commission, reserved ch. 2.

WBIQ (TV) Birmingham, Ala.— Alabama Edu-
cational Tv Commission, reserved ch. 10. Changed
from WEDB (TV).

WTIQ (TV) Munford, Ala.— Alabama Educa-
tional Tv Commission, reserved ch. 7. Changed
from WEDM (TV).

KLEW-TV Lewiston, Idaho— Lewiston Tv Co.,
ch. 3.

KTBS-TV Shreveport, La. — KTBS Inc., ch. 3.

KTVI (TV) St. Louis, Mo.— Signal Hill Tele-
casting Corp., ch. 36.

W I MA -TV Lima, Ohio — WLOK Inc., ch. 73.
Changed from WLOK-TV.

WKOK-TV Sunbury, Pa. — Sunbury Bcstg. Corp.,
ch. 38.

WVAA (TV) Petersburg, Va.— Petersburg Tv
Corp., ch. 8. Changed from WPRG (TV).

New Am Stations . . .

APPLICATIONS

Bakersfield, Calif.— Morris Mindel, 1490 kc, 250
kw unlimited. Post office address Booth 11, 2736
Divisadero Ave., Fresno. Estimated construction
cost $14,965, first year operating cost $36,000,
revenue $45,000. Mr. Mindel is V 2 owner KGST
Fresno. Filed March 21.

Homer, La. — Claiborne Bcstg. Corp., 1320 kc, 1
kw daytime. Post office address % W. M. Bigley,
Magnolia, Ark. Estimated construction cost
$16,500, first year operating cost $30,000, revenue
$40,000. Principals include Pres. Frank Harkness
Jr. (25%), auto agency salesman; Vice Pres.
William M. Bigley (25%), general manager-12 1 / 2 %
owner KVMA Magnolia, and sec.-treas.-V3 owner
KRBB (TV) El Dorado, Ark.; Sec. Dr. Joe F.
Rushton (25%), pres. -30% owner KVMA and
pres.-i' 3 owner KRBB (TV); and Treas. L. L.
Griggs (25%), cafe owner. Filed March 21.

Robinson, 111. — Keith Moyer tr/as Ann Bcstg.
Co., 1570 kc, 250 w daytime. Post office address
1025 W. Market St., Taylorville, 111. Estimated
construction cost $13,000, first year operating cost
$30,000, revenue $40,000. Mr. Moyer is 9iy 2 %
owner WBBA Pittsfield, HI. Filed March 25.

White Castle, La. — Big League Bcstg. Co.,
1380 kc, 500 w daytime. Post office address %
Elayn Hunt, 700 Reywood Bldg., Baton Rouge,
La. Estimated construction cost $15,831, first
year operating cost $14,000, revenue $22,500. Prin-
cipals include Pres. William C. Lee Jr. (%), laun-
dry, dry cleaning; Vice Pres. J. Edward Van
Velkenburg (V 3 ), chief engineer WLCS Baton
Rouge, La., and Sec. -Treas. Elayn Hunt (V3),
attorney. Filed March 25.

Lansing, Mich. — Booth Radio & Tv Stations
Inc., 1390 kc, 500 w daytime. Post office address
700 Buhl Building, Detroit. Estimated construc-
tion cost $43,700, first year operating cost $110,000,
revenue $120,000. Booth Radio & Tv owns
WJLB-WBRI (FM) Detroit, WBBC Flint, WSGW
Saginaw, and WIBM Jackson, all Michigan.
Principals include Pres. John L. Booth (69.2%);
Mrs. John L. Booth (13.9%); John L. Booth II
(10.9%), and Ralph H. Booth II (5.8%). Filed
March 22.

Goldsboro, N. C— Wayne Bcstg. Co., 1300 kc,
1 kw daytime. Post office address 116 W. Mul-
berry St., Goldsboro. Estimated construction
cost $16,385, first year operating cost $38,000,
revenue $57,500. Principals include Pres. John L.
Henderson (4%), insurance; Vice Pres. LaMont
L. Edgerton (8%), farm equipment; Sec. -Treas.
Lawrence B. Carr (52%), program director WMPH
Smithfield, N. C, and Benjamin F. Carr (16%).
Filed March 21.

Coos Bay, Ore. — Harold C. Singleton tr/as Coos
County Bcstrs., 950 kc, 1 kw daytime. Post office
address 1011 SW 6th Ave., Portland. Ore. Esti-
mated construction cost $16,700, first year oper-
ating cost $32,000, revenue $36,000. Mr. Singleton
is vice pres. -52% owner KTEL Walla Walla,
Wash.; sec. -treas. -9. 9% owner KGAL Lebanon
and owner KRTV Hillsboro, Ore. Filed March 18.

Elizabethtown, Pa. — Will Groff tr/as Colonial
Bcstg. Co., 1600 kc, 500 w daytime. Post office
address 651 W. Market St., York, Pa. Estimated
construction cost $18,746, first year operating cost
$30,000, revenue $30,000. Mr. Groff is announcer-
sales employe at WNOW-TV York. Filed March
18.

Milton, Pa.— John S. Booth, 1260 kc, 1 kw day-
time. Post office address 220 Norland Ave..
Chambersburg, Pa. Estimated construction cost
$12,050, first year operating cost $48,000, revenue
$55,000. Mr. Booth is vice president-general
manager- '/a owner WCHA-AM-FM Chambers-
burg, and y 3 owner WTVE (TV) Elmira, N. Y.
Filed March 17.

Page 94 • April 4, 1955

Savannah, Term. — Florence Bcstg. Co., 1010 kc,
250 w daytime. Post office address % Joe T. Van
Sandt, Box 137, Florence, Ala. Estimated con-
struction cost $8,000, first year operating cost
$30,000, revenue $36,000. Principals include Pres.
Joe T. Van Sandt (63.3%); Vice Pres. Anthony J.
Smith (33.3%), and Sec.-Treas. Velma L. van
Sandt (3.3%). Florence Bcstg. owns WJOI-AM-
FM Florence, Ala. Filed March 25.

Rusk, Tex. — E. H. Whitehead, 1580 kc, 500 w
daytime. Post office address Box 316, Rusk.
Estimated construction cost $14,959, first year
operating cost $25,200, revenue $36,000. Mr. Rusk
is publisher of The Rusk Cherokeen (weekly)
and The Citizen (monthly). Filed March 24.

Tyler, Tex.— Louis Alford, Phillip D. Brady &
Albert M. Smith d/b as Radio Bcstg. Service,
1330 kc, 1 kw daytime. Post office address %
Louis Alford, Box 604, McComb, Miss. Estimated
construction cost $17,700, first year operating
cost $30,000, revenue $40,000. Principals in equal
partnership include Louis Alford, Phillip D.
Brady and Albert M. Smith, all associated in
ownership of WAPF McComb and WMDC Hazel-
hurst, Miss. Filed March 21.

APPLICATIONS AMENDED

Elkhart, Ind. — Clarence C. Moore amends bid
for new daytime am station on 910 kc, 500 w
directional to specify 1050 kc. Filed March 28.

Plymouth, Mass. — Sherwood J. Tarlow amends
bid for new am station on 990 kc, 1 kw daytime
to specify 1390 kc, 500 w. Filed March 23.

Cleveland, Tenn. — R. B. Helms, Carl J. Hoskins
& Jack Helms d/b as Southeastern Enterprises
amends bid for new am station on 580 kc, 500 w
daytime to specify 1570 kc, 1 kw. Filed March 23.

Salem, Va.— R. B. Helms, Jack . Helms & Carl
J. Hoskins d/b as Southeastern Enterprises
amend bid for new daytime am station on 1360
kc, 1 kw to specify 1480 kc. Filed March 25.

Thermopolis, Wyo. — Mildred V. Ernst amends
bid for new am station on 1240 kc, 250 w unlim-
ited to specify 1490 kc. Filed March 25.

Existing Am Stations . . .

ACTIONS BY FCC

KFJF Webster City, Iowa — Land O'Corn Bcstg.
Co. granted permission to sign off at 6:30 p.m.,
CST, April through August. Granted March 22;
announced March 29.

WPLY Plymouth, Wis. — Eastern Bcstg. Co.
granted permission to sign off at 6 p.m. April
through September. Granted March 22; an-
nounced March 29.

Existing Fm Stations . . .

ACTION BY FCC

WUOT (FM) Knoxville, Tenn.— U. of Tenn.

granted CP to change ERP to 79 kw; antenna
height above average terrain 125 ft. Granted
March 22; announced March 29.

Ownership Changes . . .

ACTIONS BY FCC

WDEL-TV Wilmington, Del.— WDEL Inc. grant-
ed transfer of control to Paul F. Harron through
sale of all stock for $3.7 million. Mr. Harron is
owner of WIBG-AM-FM Philadelphia. Granted
March 23.

WBOY Tarpon Springs, Fla.— WBOY Inc. grant-
ed voluntary assignment of license to Freede-
Miller Bcstg. Co. for $76,000. Principals include
Pres. Hal. M. Freede (48%), organist; Treas.
Justin McCarthy Miller Jr. (48%), commercial
manager of WSPB Sarasota, Fla.; Sec. Beatrice
A. Freede (2%), and Vice Pres. Margaret G.
Miller (2%). Granted March 30.

KJAY Topeka, Kan.— S. H. Patterson granted
voluntary assignment of license to Robert Rohrs
for $105,000. Mr. Rohrs is salesman for KOA
Denver. Granted March 30.

KOTV (TV) Tulsa, Okla.— KOTV Inc. granted
relinquishment of positive control by John Hay
Whitney through sale of 9.5% interest of J. H.
Whitney & Co. to Walter N. Thayer, C. R. Peters-
meyer and John K. Schemmer. Mr. Whitney will
now own 44% interest. Granted March 30.

WLBG Laurens, S. C. — WLBG Inc. granted vol-
untary assignment of license to Scotland Bcstg.
Co., for $21,393. Scotland Bcstg. is operator of
WEWO-AM-FM Laurinburg, N. C. Principals in-
clude Pres. Edwin Pate (26%); Vice Pres. Wade S.
Dunbor (8.6%); Sec.-Treas. J. R. Dalrymple
(13%), and six others each holding 8.9% interest.
Granted March 30.

WMAK Nashville, Tenn. — Volunteer State Bcstg.
Co. granted voluntary transfer of control to How-
ard D. Steere, Emil J. Popke Jr. and J. D. Berkey
through sale of all stock for $16,500 plus assump-
tion of liabilities. Principals include Howard D.
Steere (75%); Vice Pres. Emil J. Popke Jr. (15%),
and Sec. J. K. Berkey (10%), all associated in
ownership of WKMI Kalamazoo, Mich. Granted
March 30.

Broadcasting • Telecasting

KCAR Clarksville, Tex.— B. B. Black, June
Brewer, Mattie Lou Hurt, executrix of the estate
of Reagan Hurt, deceased, d/b as Texo Bcstg. Co.

granted voluntary assignment of CP to Robert
(n) Wagner and Owen Cowan d/b as Texo Bcstg.
Co. for $1,500. Principals include Robert Wagner,
chief engineer, KFYN Bonham, Tex., and Owen
Cowan, insurance and investments. Granted
March 30.

KYOK Houston, Tex. — KYOK Inc. granted vol-
untary relinquishment of negative control by
both Jules J. Paglin and Stanley W. Ray Jr.
through sale of 14.3% interest to 4 station em-
ployes. Principals will now include Jules J.
Paglin (42.8 c r); Stanley Ray Jr. (42.8%); Edward
J. Prendergast (6.4%); Frederick D. Schwarz
(2 5%); Thomas A. Gresham (3.5%) and Ray K.
Rhodes (1.7%): Granted March 30.

KCNC Ft. Worth, Tex.— Blue Bonnet Bcstg.
Corp. granted voluntary acquisition of positive
control by J. H. Speck through purchase of 21
shares from Elliot Wilkenson for $15,000. Mr.
Speck will now own 51% interest. Granted
March 21; announced March 29.

WETZ New Martinsville, W. Va. — Magnolia
Bcstg. Co. granted voluntary transfer of control
from J. Patrick Beacom to Harry G. Bright
through sale of 90% interest for $20,400. Mr.
Bright is field representative for Sesac Inc. Mr.
Beacom retains 10% interest. Granted March 30.

WTAP (TV) Parkersburg, W. Va. — W. Va. En-
terprises Inc. granted assignment of CP to The
Zanesville Publishing Co. for $124,600. Zanesville
Pub Co. owns 63% of WHIZ-AM-TV Zanesville,
Ohio. Principals include Pres. Clay Littick
(87 5%)- Vice Pres. Arthur S. Littick (3.3%), and
Sec.-Treas. William O. Littick (9.2%). Granted
March 30.

APPLICATIONS

KGPH Flagstaff, Ariz.— The Frontier Bcstg. Co.

seeks voluntary assignment of license to Frontier
Tv Co. No consideration involved. Filed March
24.

WTOR Torrington, Conn. — The Torrington
Bcstg. Co. seeks voluntary transfer of control to
Edmund W. Waller through purchase of 804
shares for $6,030 from Harold Thomas. Mr.
Waller is manager of the station. Filed March 23.

WJCM Sebring, Fla.— Clearfield Bcstrs. Inc.
seeks voluntary transfer of control to William
K. Ulerich through purchase of 5 shares from
Frank G. Smith for $750. Mr. Ulerich will now
own 39.8% but obtains control through ability to
elect 3 out of 4 directors. Control of WCPA
Clearfield and WAKU Latrobe, both Pennsylva-
nia, are also involved in sale. Filed March 23.

WFTL Ft. Lauderdale, Fla.— Gore Pub. Co.
seeks voluntary transfer of control to R. H.
Gore Sr. (54.3%) through stock reorganization.
R. H. Gore Co., parent company, will own the
remaining 45.6% interest. Filed March 24.

WRCD Dalton, Ga.— James Q. Honey & Ken-
neth H. Flynt d/b as Whitfield Bcstg. Co. seek
voluntary assignment of license to Whitfield
Bcstg. Co. with recapitalization. Principals will
now include James Q. Honey (50%), Kenneth
E. Flynt (25%) and Edwin B. Jordan (25%).
Filed March 21.

WESM Pocomoke City, Md.— Walter F. Harris
Jr. seeks involuntary assignment of CP to Ruth
Ellen Harris (100%), executrix of the estate of
Walter F. Harris Jr., deceased. Filed March 21.

WJMJ Philadelphia, Pa.— Patrick J. Stanton
seeks voluntary assignment of license to WJMJ
Bcstg. Corp. Principals will now include Pres.
Patrick J. Stanton (60%) and Vice Pres. James T.
Duffy Jr. (40%). Mr. Duffy's interest is in lieu of
loan of $20,000, Filed March 18.

WCPA Clearfield, WAKU Latrobe, Pa.— Clear-
field Bcstrs. Inc. seeks voluntary transfer of con-
trol to William K. Ulerich through purchase of 5
shares from Frank G. Smith for $750. Mr. Ulerich
will now own 39.8% interest but obtains control
through ability to elect 3 out of 4 directors. Con-
trol of WJCM Sebring, Fla., is also involved in
sale. Filed March 23.

WCBR Memphis, Tenn — Chickasaw Bcstg. Co.
seeks voluntary transfer of control to Jeffrey B.
Crawford through sale of about 58% interest for
assumption of $25,500 liabilities. Mr. Crawford is
owner of Memphis Music Equipment Co., radio
system. Filed March 21.

WBTH Williamson, W. Va.— Williamson Bcstg.
Corp. seeks voluntary transfer of control to Alice
Shein through purchase of 48.7% interest for
$18,900. Alice Shein wil now own 60.1% interest.
Filed March 21.

WLOH Princeton, W. Va. — Mountain Bcstg.
Service seeks voluntary assignment of license to
Robert L. Harrison d/b as Mountain Bcstg. Co.
for $65,000. Mr. Harrison is 20% owner of KCRV
Caruthersville, Mo. Filed March 21.

Hearing Cases . .

FINAL DECISION

Mobile, Ala. — New tv, ch. 5. FCC announced its
decision granting construction permit to WKRG-
Tv Inc., for new tv station on ch. 5 in Mobile,
Ala., and denying the competing application of
The Mobile Television Corp. Commissioner Doer-
fer dissented. Granted March 23.

INITIAL DECISION

Miami Beach, Fla.— New tv, ch. 10. FCC Hearing

Examiner Herbert Sharfman issued initial deci-
sion looking toward grant of the application of
WKAT Inc.. for new tv station on ch. 10 in
Miami Beach, Fla., and denial of the competing
applications of L. B. Wilson Inc., North Dade
Video Inc., and Public Service Television Inc.,
for the same channel in Miami. Action March 30.

OTHER ACTIONS

Elizabethtown, N. C. — FCC Hearing Examiner
Basil P. Cooper granted petition of Cape Fear
Bcstg. Co. for leave to amend am bid to specify
1450 kc with 100 w instead of 250 w and removed
amended applicaiton from hearing. Action March
24; announced March 29.

Emporium, Pa. — FCC Comr. E. M. Webster
granted petition of Bucktail Bcstg. Corp. (WBTL)
for dismissal without prejudice of its bid for re-
instatement of CP for 980 kc, 500 w daytime. Ac-
tion March 29.

WSPA-TV Spartanburg, S. C— Spartanburg Ra-
diocasting Co. Upon remand by U. S. Court of
Appeals, the Commission designated for hearing
on April 25 application for Mod. of CP (ch. 7) to
locate transmitter on Paris Mountain with ERP
of 200 kw visual and 120 kw aural, antenna height
above average terrain 1182 ft., change main studio
location within city, etc.; postponed effective
date of April 20, 1954 grant to said application
pending final determination after hearing; placed
burden of proof on protestants Greenville Tele-
vision Co. (WGVL (TV) ch. 23), Greenville, and
Wilton E. Hall (WAIM-TV, ch. 40). Anderson. The
designation order is subject to stay, withdrawal
or other appropriate action in the event that
the Court does not issue its mandate in these pro-
test cases in the usual course. Action March 30.

KLTV (TV) Tyler, Tex.— Lucille Ross Lansing.
FCC by letter, dismissed, for lack of compli-
ance with rules, request for STA to operate pri-
vate tv intercity relay system (off-the-air pickup)
between Tyler and Dallas. KLTV operates on
ch. 7. Action March 30.

Thermopolis, Wyo. — FCC Hearing Examiner
William G. Butts granted petition of Mildred V.
Ernst for leave to amend bid for new am sta-
tion on 1490 kc to specify 1240 kc and remove
amended application from hearing docket. Action
March 21; announced March 24.

Routine Roundup . . .

March 24 Decisions

ACTIONS ON MOTIONS

By Hearing Examiner Herbert Sharfman
on March 22

Erie, Pa., Dispatch Inc. — Issued his Memoran-
dum of Ruling announcing his denial of motion
for decision by Dispatch Inc., at the oral argu-
ment held March 16 and 17 in re renewal of li-
cense of station WICU (TV) (Docket 11048), and
noted exception for the applicant.

By Hearing Examiner James D. Cunningham
on March 22

WERD Atlanta, Ga., Radio Atlanta Inc. — Grant-
ed motion to strike, as irrelevant, several por-
tions of proposed findings filed in behalf of
Dorsey Eugene Newman, Hartselle, Ala., in re
CP's for am facilities (Dockets 10638 et al.).

By Hearing Examiner Annie Neal Huntting
on March 22

KGEO-TV Enid, Okla., Streets Electronics Die.

— Ordered all parties, or their attorneys, to ap-
pear at a prehearing conference on March 24 in
proceeding re Docket 11302.

Miners Bcstg. Service Inc., Ambridge, Pa.;
Louis Rosenberg, Tarentum, Pa.; Somerset Bcstg.
Co., Painesville, Ohio — Issued second statement
concerning prehearing conference and order in
re applications for am facilities (Dockets 11202
et al.).

By Hearing Examiner Hugh B. Hutchison
on March 22
Abilene, Tex., Bill Mathis — By Memorandum
Opinion and Order granted petition for leave to
amend his application for a new am station to
increase the operating power from 500 watts to
1 kw on 1280 kc (Docket 11180; BP-8917).

March 24 Applications

ACCEPTED FOR FILING
Renewal of License
KXJK Forrest City, Ark., Forrest City Bcstg.
Co.— (BR-2273).

KDLA DeRidder, La., Sabine Bcstg. Co.— (BR-
2574).

KANE New Iberia, La., New Iberia Bcstg. Co.
— (BR-1343).

KSLO Opelousas, La., KSLO Bcstg. Co.— (BR-
1839).

WFOR Hattiesburg, Miss., Forrest Bcstg. Co. —
(BR-725).

Renewal of License Returned
KOSE Osceola, Ark., Osceola Bcstg. Corp.— (Re:
signature).

KSYL Alexandria, La., KSYL Inc.— (Re: Sec-
tion II & signature).

WSSO Starkville, Miss., The Starkville Bcstg.
Co.— (Re: Section II date & Section IV).

Remote Control

WKBC North Wilkesboro, N. C, Wilkes Bcstg.
Co.— BRC-685.

Modification of CP

KABC-TV Los Angeles, Calif., American Bcstg. -
Paramount Theatres Inc.— Mod. of CP (BPCT-
1424) as mod., which authorized changes in fa-
cilities of existing tv station to extend comple-
tion date (BMPCT-2976).

KTVU (TV) Stockton, Calif., San Joaquin Tele-
casters— Mod. of CP (BPCT-1465) as mod., which
authorized a new tv station to extend completion
date to 10-7-55 (BMPCT-2975).

WFIE (TV) Evansville, Did., Premier Television
Inc.— Mod. of CP (BPCT-1014) as mod., which
authorized a new tv station to extend completion
date to 10-1-55 (BMPCT-2977).

WJTV (TV) Jackson, Miss., Mississippi Pub.
Corp.— Mod. of CP (BPCT-719) as mod., which
authorized a new tv station to extend completion
date to 10-8-55 (BMPCT-2978).

WNBF-TV Binghamton, N. Y., Clark Associates
Inc.— Mod of CP (BPCT-770) as mod., which
authorized changes in facilities of existing tv
station to extend completion date to 10-8-55
(BMPCT-2979).

Modification of License
WFIL-TV Philadelphia, Pa., Triangle Publica-
tions Inc. (The Philadelphia Inquirer Division) —

Mod. of License to change name to Triangle Pub.
Inc. (Radio and Television Division) (BMLCT-28).

KSL-TV Salt Lake City, Utah, Radio Service
Corp. of Utah— Mod. of CP (BMPCT-835) as mod.,
which authorized changes in facilities of existing
tv station to extend completion date to 7-8-55
(BMPCT-2980).

March 25 Decisions

ACTIONS ON MOTIONS
By Commissioner E. M. Webster on March 25
Broadcast Bureau — Granted petition for an ex-
tension of time to March 24 to file exceptions to
the initial decision in ch. 5 tv proceeding at
Bristol, Va.-Tenn. (Dockets 10879-80).

ALLEN KANDEH

cMjeqotiator

FDR THE PURCHASE AND SALE
□ F RADID AND TELEVISION
STATIONS

1701 K St., N. W. • Washington 6, D. C, NA. 8-3233
Lincoln Building • New York 17, N. Y., MU. 7-4242

Broadcasting • Telecasting

April 4, 1955 • Page 95

FOR THE RECORD

By Hearing Examiner Basil P. Cooper
on March 24

On Examiner's own motion, ordered that hear-
ing re application of Bucktail Broadcasting Corp.
(WBTL), Emporium, Pa., be continued from
March 29 until 15 days after the Commission has
acted on the petition of applicant to dismiss its
application without prejudice (Docket 11217; BP-
9306).

Ordered further hearing on March 29 in ch. 9
proceeding, Orlando, Fla., involving applica-
tions of WORZ Inc. and Mid-Florida Television
Corporation (Dockets 11081-83, BPCT-1153, 1801).

By Hearing Examiner James D. Cunningham
on March 23

On Examiner's own motion, and with consent
of all parties to the proceeding, ordered that the
petition of Mid-Atlantic Bcstg. Co., filed Sept.
16, 1954, to reopen the record for the acceptance
of exhibits, be dismissed (Dockets 11045-46, BR-
1724, BTC-1639).

By Hearing Examiner Herbert Sharfman
on March 24

Pursuant to agreement of counsel for Dispatch
Inc., Erie, Pa. (WICU [TV]) and the Broadcast
Bureau, ordered that a further hearing be sched-
uled for April 1, at 10:00 a.m. (Docket 11048,
BRCT-42).

By Hearing Examiner Elizabeth C. Smith
on March 23
New Orleans, La., The Times-Picayune Pub.
Co. — Granted petition requesting certain speci-
fied corrections be made to the transcript in
ch. 4 tv proceding, New Orleans, La. (Dockets
8936 et al.).

March 25 Applications

ACCEPTED FOR FILING
Modification of CP
WAEL Mayaguez, P. R., Mario Acosta — Mod.
of CP (BP-8883) as mod., which authorized
change frequency; increase power; change type
transmitter and install DA-1 for extension of
completion date (BMP-6802).

Renewal of License
KFSA Ft. Smith, Ark., Southwestern Radio &
Television Co. — (BR-1503).

KOSY Texarkana, Ark., Gateway Bcstg. Co.—
(BR-2684).

WAUG Augusta, Ga., Garden City Bcstg. Co. —
(BR-2730).

WSGC Elberton, Ga., Elberton Bcstg. Co.—
(BR-1391).

Renewal of License Returned

WNAT Natchez, Miss., Old South Bcstg. Co.
Modification of CP

WIRK-TV West Palm Beach, Fla., WIRK-TV
Inc.— Mod. of CP (BPCT-908) as mod. which
authorized new tv station to extend completion
date to 9-20-55 (BMPCT-2986).

WJIM-TV Lansing, Mich., WJIM Inc.— Mod. of
CP (BPCT-883) as mod. which authorized changes
in facilities of existing tv station to change cor-
porate name from WJIM Inc. to Gross Tele-
casting Inc. (BMPCT-2973).

Modification of License

WJIM-TV Lansing, Mich., WJIM Inc.— Mod. of
license to change corporate name from WJIM
Inc. to Gross Telecasting Inc. (BMLCT-27).

March 28 Applications

ACCEPTED FOR FILING
Renewal of License
KAMD Camden, Ark., Camden Radio Inc. —

(BR-1255).

KWFC Hot Springs, Ark., Spa Bcstg. Co—
(BR-1072).

WARB Covington, La., A. R. Blossman Inc. —
(BR-2887).

Page 96 • April 4, 1955

KMIB Monroe, La., Liner's Bcstg. Station Inc. —

(BR-790).

KBSF Springhill, La., Springhill Bcstg. Co.—

(BR -2992).

KTLD Tallulah, La., Howard E. Griffith— (BR-

3000).

KTIB Thibodaux, La., Delta Bcstrs. Inc.— (BR-

2928).

WBIP Booneville, Miss., Booneville Bcstg. Co. —

(BR-2513).

WLAU Laurel, Miss., Southland Bcstg. Co. —

(BR-2021).

Renewal of License Returned

KJOE Shreveport, La., Audiocasting Inc. —
(Dated wrong).

WSKB McComb, Miss., WSKB Inc.— (Re: name
of applicant).

Application Returned

WGRM Greenwood, Miss., P. K. Ewing — Volun-
tary assignment of license to Mrs. P. K. Ewing
and F. C. Ewing.

Renewal of License

KLCN-FM Blytheville, Ark., Harold L. Sudbury
— (BRH-428).

WATJG-FM Augusta, Ga., Chester H. Jones et
al. d/b as Garden City Bcstg. Co. — (BRH-756).
License for CP

KGO-FM San Francisco, Calif., American
Bsctg. -Paramount Theatres Inc. — License to cover
CP (BPH-2007) which authorized changes in
licensed station (BLH-1042).

WXYZ-FM Detroit, Mich., WXYZ Inc.— License
to cover CP (BPH-1981) which authorized
changes in licensed station (BLH-1041).

Renewal of License

WERS (FM) Boston, Mass., Emerson College—
(BRED-39).

KACC-FM Abilene, Tex., Abilene Christian
College, a Texas Corp.— (BRED-102).

Modification of CP

KBID-TV Fresno, Calif., John H. Poole tr/as
John Poole Bcstg. Co.— Mod. of CP (BPCT-1069)
as mod. which authorized a new tv station to ex-
tend completion date to 10-12-55 (BMPCT-2983).

WMBR-TV Jacksonville, Fla., The Washington
Post Co.— Mod. of CP (BPCT-877) as mod. which
authorized changes in facilities of existing tv
station to extend completion date to 10-12-55
(BMPCT-2981).

WTLE (TV) Evanston, 111., Northwest Television
Bcstg. Corp.— Mod. of CP (BPCT-1724) as mod.
which authorized a new tv station to extend com-
pletion date (BMPCT-2984).

WAAB-TV Worcester, Mass., WAAB Inc. —
Mod. of CP (BPCT-1241) as mod. which author-
ized a new tv station to extend completion date
to 10-12-55 (BMPCT-2982).

WEOL-TV Elyria, Ohio, Elyria-Lorain Bcstg.
Co.— Mod. of CP (BPCT-1134) as mod. which
authorized new station to extend completion date
to 10-11-55 (BMPCT-2989).

License for CP

WAAG Adel, Ga., Robert A. Davis., W. M.
Forshee and W. T. Scott d/b as Cook County
Bcstg. Co. — License to cover CP (BP-9459) which
authorized new standard broadcast station (BL-
5665).

WBFC Fremont, Mich., Paul A. Brandt — License
to cover CP (BP-9441) as mod. which authorized
new standard broadcast station (BL-5664).
Renewal of License

WHXY Bogalusa, La., Bogalusa Bcstg. Co. —
(BR-2921).

WQBC Vicksburg, Miss., Delta Bcstg. Co.—
(BR-721).

Applications Returned
KBBA Benton, Ark., Benton Bcstg. Service —
Renewal of license (name wrong and dated
wrong).

WKLJ Sparta, Wis., Sparta-Tomah Bcstg. Co.—

CP to change frequency from 990 kc to 1290 kilo-
cycles; increase power from 250 w to 1 kw and
install a new transmitter (to be notarized).

Modification of CP

KTRE-TV Modesto, Calif., KTRE Bcstg. Co.—
Mod. of CP (BPCT-1721) as mod. which author-
ized new tv station to extend completion date to
10-17-55 (BMPCT-2996).

KBOI-TV Boise, Idaho, Boise Valley Bcstrs. Inc.
—Mod. of CP (BPCT-1489) as mod. which au-
thorized new tv station to extend completion
date to 6-13-55 (BMPCT-2993).

WBKB (TV) Chicago, HI., American Bcstg.-
Paramount Theatres Inc. — Mod. of CP (BPCT-
1493) as mod. which authorized changes in facil-
ities of existing tv station to extend completion
date (BMPCT-2995).

KVTV (TV) Sioux City, Iowa, Cowles Bcstg. Co.
—Mod. of CP (BPCT-1851) as mod. which au-
thorized changes in facilities of existing tv sta-
tion to extend completion date to 6-25-55
(BMPCT-3001).

WPTV (TV) Ashland, Ky., Albert S. Polan,
E. G. Polan, Lincoln M. Polan, Charles M. Polan
and Lake Polan Jr. d/b as Polan Industries —
Mod. of CP (BPCT-1009) as mod. which author-
ized new tv station to extend completion date to
10-13-55 (BMPCT-2992).

WSPD-TV Toledo, Ohio, Storer Bcstg. Co.—
Mod. of CP (BPCT-1538) as mod. which author-
ized changes in facilities of existing tv station
to extend completion date to 10-18-55 (BMPCT-
2997).

KGEO-TV Enid, Okla., Streets Electronics Inc.

—Mod. of CP (BPCT-1421) as mod. which au-
thorized new tv station to extend completion
date to 9-30-55 (BMPCT-2991) .

KRBC-TV Abilene, Tex., Abilene Radio and
Television Co.— Mod. of CP (BPCT-1163) as mod.,
which authorized new tv station to extend com-
pletion date to 7-15-55 (BMPCT-2994).

WQED (TV) Pittsburgh, Pa., Metropolitan
Pittsburgh Educational Television Station — Mod
of CP (BPET-25) as mod. which authorized new
educational tv station to extend completion date
to 5-13-55 (BMPET-68).

March 29 Decisions

ACTIONS ON MOTIONS

By Commissioner E. M. Webster on March 25
WWBZ Vineland, N. J., Community Bcstg.
Service Inc. — Granted in part, petition for exten-
sion of time in which to file exceptions to initial
decision in proceeding re Docket 10133, and the
time was extended to and including April 8.

By Hearing Examiner William G. Butts
on March 25

Thermopolis, Wyo., Thermopolis Bcstg. Co. —

Continued hearing now scheduled for March 31
to April 15 re (Docket 11127).

By Hearing Examiner Annie Neal Huntting
on March 25
WSDR Sterling, 111., Blackhawk Bcstg. Co.—

Issued a second statement concerning prehearing
conference and order which shall govern the
proceeding in re Docket 11146.

By Hearing Examiner Elizabeth C. Smith
on March 23
Broadcast Bureau — Granted petition for an
extension of time to March 25 in which to file
proposed findings in re application of Tupelo
Bcstg. Co. (WELO), Tupelo, Miss. (Docket 11002);
and the time in which to file reply findings was
extended to April 8.

By Hearing Examiner J. D. Bond on March 25

Issued fourth pretrial order which shall govern
the course of the further proceeding to the extent
indicated in re applications of The Toledo Blade
Co., et al., for ch. 11 at Toledo, Ohio (Docket
11084 et al.), and ordered hearing of evidence
to commence on June 14.

By Hearing Examiner Hugh B. Hutchison
on March 25
Cambridge, Md„ The Shore Bcstg. Co.— Pursu-
ant to agreement by counsel, the hearing sched-
uled for April 12 is changed to April 13, in re
Docket 11144.

BROADCAST ACTIONS
By the Broadcast Bureau
Actions of March 25
Granted License
WVAM Altoona, Pa., The General Bcstg. Corp. —
Granted license covering change to directional
antenna night use only (DA-N) (BL-5633).

KVFC Cortez, Colo., Jack W. Hawkins and
Barney H. Hubbs — Granted license for am broad-
cast station (BL-5640).

Modification of CP
The following were granted extensions of com-
pletion dates as shown: WIRK-TV West Palm
Beach. Fla., to 9-20-55; WMBR-TV Jacksonville,
Fla.. to 10-12-55; WAAB-TV Worcester, Mass., to
10-12-55; WAEL Mayaguez, P. R., to 9-1-55, con-
ditions; WTVN Columbus, Ohio, to 9-15-55, con-

(Contimted on page 101)
Broadcasting • Telecasting

Radio Station and Newspaper

Appraisals

Tax, estate and many other personal problems create the need for an
independent appraisal. Extensive experience and a national organiza-
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Appraisals • Negotiations • Financing
BLACKBURN - HAMILTON COMPANY

RADIO-TV-NEWSPAPER BROKERS

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PROFESSIONAL CARDS

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. O. BOX 7037 JACKSON 5302

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CONSULTING RADIO ENGINEER
1216 WYATT BLDG.
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CONSULTING RADIO ENGINEER

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Telephone District 7-1205

Member AFCCE *

A. D. RING & ASSOCIATES

30 Years' Experience in Radio
Engineering

Pennsylvania Bldg. Republic 7-2347
WASHINGTON 4, D. C.

Member AFCCE *

RUSSELL

P. MAY

711 14th St., N. W.

Sheraton Bldg.

Washington 5, D. C.

REpublic 7-3984

Member

AFCCE *

A. EARL CULLUM, JR.

CONSULTING RADIO ENGINEERS
HIGHLAND PARK VILLAGE
DALLAS 5, TEXAS
JUSTIN 6108

Member AFCCE •

GEORGE P. ADAIR

Consulting Radio Engineers

Quarter Century^ Professional Experience
Radio-Television-
Elcctronics-Communications
1610 Eye St., N. W., Wash. 6, D. C.
Executive 3-1230 — Executive 3-5851
(Nights-holidays, Lockwood 5-1819)
Member AFCCE*

JOHN B. HEFFELFINGER

815 E. 83rd St. Hiland 7010

KANSAS CITY, MISSOURI

VIR N. JAMES

SPECIALTY
Directional Antenna Proofs
Mountain and Plain Terrain
3955 S. Broadway Sunset 9-9182

Denver, Colorado

— Established 1926 —
PAUL GODLEY CO.

Upper Montclair, N. J. MO. 3-3000
Laboratories Great Notch, N. J.

Member AFCCE*

GAUTNEY & JONES

CONSULTING RADIO ENGINEERS
1052 Warner Bldg. National 8-7757
Washington 4, D. C.

Member AFCCE*

WELDON & CARR

Consulting

Radio & Television
Engineers

Washington 6, D. C. Dallas, Texas

1001 Conn. Ave. 4212 S. Buckner Blvd.
Member AFCCE*

GUY C. HUTCHESON

P. O. Box 32 AR. 4-8721

1100 W. Abram
ARLINGTON, TEXAS

WALTER F. KEAN

AM-TV BROADCAST ALLOCATION

FCC & FIELD ENGINEERING
1 Riverside Road — Riverside 7-2153
Riverside, III.
(A Chicago suburb)

Vandivere,
Cohen & Wearn

Consulting Electronic Engineers
612 Evans Bldg. NA. 8-2698

1420 New York Ave., N. W.
Washington 5, D. C.

LOWELL R. WRIGHT

Aeronautical Consultant

serving the radio & tv industry
on aeronautical problems created

by antenna towers
Munsey Bldg., Wash. 4, D. C.
District 7-2009
(nights-holidays telephone
Herndon, Va. 114)

GEORGE C. DAVIS

501-514 Munsey Bldg. STerling 3-0111
Washington 4, D. C.

Member AFCCE *

Craven, Lohnes & Culver

MUNSEY BUILDING DISTRICT 7-8215
WASHINGTON 4, D. C.

Member AFCCE *

PAGE, CREUTZ,
GARRISON & WALDSCHMITT

CONSULTING ENGINEERS

710 14th St., N. W. Executive 3-5670
Washington 5, D. C.

Member AFCCE*

ROBERT M. SILLIMAN

John A. Moffet — Associate
1405 G St., N. W.
Republic 7-6646
Washington 5, D. C.

Member AFCCE *

WILLIAM E. BENNS, JR.
Consulting Radio Engineer

3738 Kanawha St., N. W., Wash., D. C.
Phone EMerson 2-8071
Box 2468, Birmingham, Ala.
Phone 6-2924

Member AFCCE *

CARL E. SMITH

CONSULTING RADIO ENGINEERS
4900 Euclid Avenue
Cleveland 3, Ohio
HEnderson 2-3177

Member AFCCE*

SERVICE DIRECTORY

'COMMERCIAL RADIO
Monitoring company

-BILE FREQUENCY MEASUREMENT
SERVICE FOR FM & TV

\gineer on duty all night every night

JACKSON 5302
&. Box 7037 Kansas City, Mo.

CAPITOL RADIO
ENGINEERING INSTITUTE

Accredited Technical Institute Curricula

3224 16th St., N.W., Wash. 10, D. C.
Practical Broadcast, TV, Electronics en-
gineering home study and residence
courses. Write For Free Catalog, specify
course.

SPOT YOUR FIRM'S NAME HERE,
To Be Seen by 75,956* Readers
— among them, the decision-making
station owners and managers, chief
engineers and technicians— applicants
for am, fm, tv and fascimile facilities.
* 1953 ARB Projected Readership Survey

TO ADVERTISE IN THE

SERVICE DIRECTORY

Contact

BROADCASTING • TELECASTING

1735 OESALES ST., N.W., WASH. 6, D. C

Broadcasting • Telecasting

April 4, 1955 • Page 97

RADIO

CLASSIFIED ADVERTISEMENTS

Payable in advance. Checks and money orders only.
Deadline: Undisplayed — Monday preceding publication date. Display — Tuesday
preceding publication date.

Situations Wanted 20c 1 per word — $2.00 minimum • Help Wanted 25tf per word —
$2.00 minimum.

All other classifications 30(i per word — $4.00 minimum • Display ads $15.00 per inch
No charge for blind box number. Send box replies to
Broadcasting • Telecasting, 1735 DeSales St. N. W., Washington 6, D. C.

Applicants: If transcriptions or bulk packages submitted, $1.00 charge for mailing (Forward remittance
separately, please). All transcriptions, photos, etc., sent to box numbers are sent at owner's risk. Broadcast-
ing • Telecasting expressly repudiates any liability or responsibility for their custody or return.

RADIO

Help Wanted

Managerial

Commercial manager. Must know business and
be a producer. Salary $85 plus over-ride on total
station gross. Send complete details, photo and
references. Box 782G, B-T.

Radio sales manager wanted with lots of ideas
for progressive midwest station. Wonderful op-
portunity. Send complete details first letter. Box
872G, B-T.

Manager . . . new kilowatt daytimer K-BAM!
Longview, Washington. Above average salary
plus bonus. Only exceptional men from west or
midwest considered. Resumes to Box 891G, B-T.

Radio Station WOIC- needs a commercial man-
ager with a desire to become part owner of a
successful 1000 watt station without any invest-
ment. Must be experienced; emphasis on sales
and sales ideas. No floaters considered. This is
not a swivel chair position. It will take a quali-
fied aggressive salesman who is not afraid to
work. Seldom is an opportunity of this kind
offered. Contact F. A. Michalak, Radio Station
WOIC, Columbia, South Carolina.

Salesmen

Florida — experienced man, draw against 15%.
Box 661F. B-T.

Excellent opportunity for good time salesman
able to handle own copy. $75 a week salary plus
5% commission. Send complete details, photo
and references. Box 781G, B-T.

Mature conscientious salesman! Assume list of
excellent accounts, many on air. High commis-
sion potential. Virginia. Box 880G, B-T.

$100.00 weekly guarantee for experienced sales-
man . . . salary and commission, advancement
depending upon aggressiveness. Permanent em-
ployment. Full details, Box 906G, B-T.

Sales representative wanted, fully expanding
staff; fully experienced, sound ideas, aggressive
intelligent approach. Send background, refer-'
ences and picture to Box 909G, B-T.

Salesman — experienced salesman is wanted by
CBS affiliate located in prosperous southwestern
town of 25,000. Man must have proven sales rec-
ord. Give complete details in first letter and
necessary starting income. This is a permanent
connection with good future for the right man.
Box 928G, B-T.

Going 5000 watts. Position open radio salesman,
also radio salesman with first phone, and an-
nouncer-engineer.. Experienced personnel only.
Send photo, references. KCHJ, Delano, Cali-
fornia.

Sales opportunity for right man as sales man-
ager or commercial manager for radio and tv.
Contact Radio Station KSJB, Jamestown, North
Dakota.

Immediate opening for salesman in west Texas
market. Some announcing preferred but not
essential. Contact Tom Huksey, KTUE, Tulia,
Texas.

Experienced salesman needed to fill definite
opening in sales staff at 5,000 watt NBC station
in Eugene, Oregon. Competitive market, but
good list of active one the air accounts to start.
Send complete background and photo to KUGN.
P.O. Box 112, Eugene, Oregon.

Announcers

Florida — pop DJ personality. Send tape and
resume. Box 662F, B-T.

Staff announcer for North Carolina daytimer.
Good opportunity for an all-around man. Ex-
perience not necessary if have ability. Box
800G, B-T.

Experienced, mature voice, announcer, disc jock-
ey, Pa. kw daytime. Salary, talent, profit shar-
ing. Send tape. Box 904G, B-T.

Negro disc jockey, married, fine opportunity for
advancement. Box 913G, B-T.

RADIO

Help Wanted— (Cont'd)

Humorous DJ — Fast flowing ad lib. Jovial, full
of fun, infectious personality. Production minded.
Actor background. Single. For Pa., N. Y. ( Michi-
gan, Ohio, Illinois area. Box 933G, B-T.

5000 watt CBS affiliate has opening for staff an-
nouncer. Strong on news, music and board opera-
tion. Good opportunity to work into tv. Send
disc, picture and salary required to Program Di-
rector, KFBB-Radio, Great Falls, Montana.

Immediate opening for good newsman who can
handle farm and sports programs. KIRX, Kirks-
ville, Missouri.

Wanted, combo, 1st ticket, good engineer, strong
on announcing. Excellent opportunity for good
worker. Send tape, photograph, references to
KTFS, Texarkana, Texas.

Wanted — Experienced special events man for
5000 watt station. Handle all remote broadcasts,
gather and write local news, plus early morning
announcing duties. Contact Greeley N. Hilton,
Manager, WBUY, Lexington, N. C.

WFRL, Freeport, Illinois, wants qualified staff
announcer. One year experience minimum. Sal-
ary offer based on present earnings. Contact
Charles Harlan, WFRL.

Good announcer, minimum one year's experience.
Contact Bill Jaeger, WJWL, Georgetown, Dela-
ware.

Combination announcer — first phone engineer.
Central Penna. University town. M. J. Berg-
stein, WMAJ, State College, Pa. Phone Adams
7-4959.

Florida station has immediate opening for girl DJ
with third class ticket. Must have pleasing voice,
ability to run control board and have working
knowledge of music. $50 for 40 hours to start.
Send tape, photo and resume direct to Chick
Catterton, WSBB, New Smyrna Beach, Florida.

Wanted . . . all-around staff announcer and DJ.
Must have 3rd class phone license. Contact Mr.
H. G. Borwick, WVOS, Monticello, N. Y.

Technical

Combo man, 1st phone, permanent. Pleasant
New England city. Daytime station. Send resume,
photo, tape. Box 915G, B-T.

Engineer or control operator, announcing limited,
permanent position 5000 watt CBS. Send full
particulars including photo, audition, salary de-
sired, KSPR, Casper, Wyoming.

Chief engineer. Must be experienced. Good sal-
ary. Permanent position. Radio Station WMJM,
Cordele, Ga.

Wanted: Engineer, first phone, network station.
WSYB, Rutland, Vermont.

Chief engineer, am station, 250 watts, WWIN,
Baltimore 1, Maryland.

Programming, Promotion, Others

Can you whip out imaginative copy? Pinch-hit
on the air? Tend to commercial traffic with dis-
patch and discretion? This is no job for day-
dreamers or dawdlers. It is a top job with an
eastern seaboard independent. Write completely
please. Box 879G, B-T.

Help wanted: Experienced program director and
announcer for 5000 watter. Must be good morn-
ing man. Box 930G, B-T.

Need girl with ideas, to write selling copy. Per-
manent job for right person. State salary ex-
pected. Reply, John L. Cole, WHLF, South
Boston, Virginia.

Immediate opening for experienced copywriter
both radio and tv accounts. Established CBS
radio and vhf tv operation. Send experience,
salary and references to Paul Clarkson, Conti-
nuity, WTAD, WHQA-TV, Quincy, 111.

News reporter — announcer. Must be able to
gather and write local news, deliver authorita-
tive newscasts and do some announcing. Salary
$75.00 a week. Send experience, tape and sample
news copy to WVSC, Somerset, Pennsylvania.

Situations Wanted

Managerial

General manager ready to take complete charge
of station. Sales, programming, etc. Midwest
only. Daytimer preferred, will invest. Box 625G,
B-T.

Successful general manager — thoroughly experi-
enced. 15 years all phases. Excellent references.
Available soon. Box 820G, B-T.

General manager, age 29, married, university
graduate. 5 years experience from ground up.
Held present managership 3 years. Hard worker.
Want lifetime position. Willing to invest por-
tion of salary in part ownership. Box 860G, B-T.

Radio station manager available. Seven years ex-
perience all phases. Family man, sober, civic
minded. Excellent record, Prefer small town,
but consider any. Could invest in small station.
Write Box 869G, B-T.

Aggressive, selling manager, ten years experi-
ence, available. Operate economically. Interested
south-midwest-southwest salary percentage basis.
Travel for interview. Employer references. Box
897G, B-T.

Manager ... 25 years radio ... 2 years tele-
vision . . . management or sales direction. Ref-
erences. Now available. Box 899G, B-T.

Sales manager — am — independent 500 w plus —
north central or northwest. County population
over 50.000. Salary plus commission — experi-
enced. Box 903G, B-T.

Announcers

Announcer, deejay, available now. Go any-
where, eager to please. Coached by top New
York announcers, but no hot-shot. Looking for
opportunity to prove myself an asset to your
station. Sober, dependable. Tape and resume
on request. Box 756G, B-T.

Sports and newscaster, seeks more responsibility,
wire service stringer. Employed met market. DJ,
promotion, photography. Box 797G, B-T.

Negro announcer and DJ, a smooth salesman,
very good boardman. Box 813G, B-T.

Announcer. First class license. Good voice. Ex-
perienced. Box 863G, B-T.

Superior experienced announcer available. Good
salary, working conditions required. Family.
Box 866G, B-T.

Announcer: Radio or television, 2 years experi- |
ence all phases radio, DJ, news, continuity, pro-
motion, direction, 2 years college. Box 867G, B-T.

Versatile: Strong on news, DJ and personality.
Smooth pleasant delivery for women's commen-
tary program. Family man. Trenton, N.Y., Phila.
area. Box 868G, B-T.

Veteran announcer, seven years experience. Defi-
nitely no floater. Excellent references. Box 875G,

Announcer, six years experience, DJ, news, staff,
available immediately. Box 881G, B-T.

Announcer: 3 years experience metropolitan
market. Excellent voice. Married, vet, college
grad. Seek permanent position medium market.
Tape, photo, details on request. Box 883G, B-T.

Staff announcer looking for sports minded sta-
tion. Good sports background and worked all
phases of radio. Not a drifter and is ambitious, |
plus good recommendations. Box 884G, B-T.

Talented, ambitious negro platter spinner. Out-
standing show for programming, marketing,
Selling voice. Revealing tape, history. Box 885G,
B-T.

Announcer — 24, married, vet, mature voice,
strong on news and commercials. Resume, tape
on request. Box 894G, B-T.

Staff announcer. Strong on writing commercials.
News, DJ, 3rd class ticket. Box 905G, B-T.

Three years experience. Excel sports. Staff,
sales. PD and tv agency background. Married,
24, veteran. Box 907G, B-T.

Announcer, stations staff, light experience. High
potential, good news, smooth commercials, pleas-
ing platters, seeking permanent connection.
Travel, resume, tape. Box 908G, B-T.

"Radioactive?" — This announcer's summer ob-
jective in vacation relief. N.E. seaboard pre-
ferred. Amply experienced. Instructing full-time
basis N.Y.C. Mature, pleasant commercial de-
livery. DJ performance easy articulate. Solid
news, strong background classical music. Uni-
versity degree, 29, veteran. Available about
July 1st. Tape, resume upon request. Box 917G. ,

RADIO

TELEVISION

Situations Wanted — (Cont'd)

First phone announcer — PD 5 years experience,
age 31, single, desire early morning air shift —
sales in afternoon. Will consider any and all
offers and areas, but prefer east. Box 919G, B-T.

Staff announcer, personality deejay, pop singer.
Employed but looking for good future in good
market. Will relocate. Single, 26, vet. Box 921G,
B-T.

Announcer, looking for opening with small sta-
tion. Fully qualified in all phases. Recent radio
school graduate. Travel, tape. Box 922G, B-T.

Staff announcer, DJ, recent graduate, willing to
work hard and learn. Tape, resume on request.
Box 923G. B-T.

Staff announcer — very pleasant voice, authori-
tative news, strong commercials, unique DJ
style, good knowledge sports, light experience,
dependable, ambitious, immediate availability,
tapes, resume. Box 924G, B-T.

Staff announcer — married, friendly mature voice,
all phases, light experience, ambitious, tape,
resume. Box 925G, B-T.

Personality disc jockey, strong commercials,
news, easy to please, good disposition. Free to
travel. Tape, resume on request. Box 926G, B-T.

All-around staff announcer, strong on news, DJ,
and commercials. Light experience. Looking for
position in small station. Will travel. Sober,
dependable, with good references. Tape, photo,
resume on request. Write Box 927G, B-T.

Announcer-DJ, tired Hollywood hassel, smog and
phonies, willing to make financial sacrifice return
east. 15 years experience. Now CBS staff. Box
932G, B-T.

Negro DJ, license. Tape, references. W. Betner,
Jr., 107-28 139 Street, Jamaica.

Colored disc jockey, good personality. Willing to
work. Will travel. Former graduate Cambridge
School Radio & Television. Good ideas. Consider
all offers. Write, call Reg Dwyer, 933 St. Marks
Avenue, Brooklyn, N. Y. Telephone: PR 8-5314.

Announcer, copywriter, strong commercials,
news. Dependable, will travel. James L. Moran,
1061 Mayfair Road, Union, New Jersey. MUrdock
8-4115.

Midwestern graduate desires position as an-
nouncer; experience, board, DJ, news, com-
mercials. Single. Degree, vet. Tape, resume on
request. Bill Parker c/o W. Piasecki, 2219 N.
Parkside Ave., Chicago, 111. BE-7-6721, after
6:00 p.m.

Staff: Well versed all phases (will travel).
Limited experience. Contact: Allen Richards,
67-40 110th Street, Forest Hills, L. I., N. Y. Call:
BO 8-2510.

Conscientious announcer — DJ, news, sports. Ex-
perienced Florida indie. Married. Held Navy
sports publicity job. Prefer tv potential or
progressive am. Northeast — Florida — Carolinas.
Gordon Robbie, 619 East Camp Street, Lake City,
Fla. Phone 135.

Experienced combo, excellent references, mid-
west preferred. Phone 90. Jack Teiken, Box
404, Twin Valley, Minnesota.

Experienced staff announcer. Authoritative news-
casts. Relaxed commercial delivery. Korean
veteran. Will travel. Mel Topper, 934 N. Harper
Ave., L. A. 46.

Technical

Experienced am-tv. 2V2 years tv studio and
transmitter. Am chief 5kw directional seven
years. Family man. Box 817G, B-T.

Engineer, first phone, ham license, experienced.
Box 861G, B-T.

Midwest only. Want vacation work at 5 to 50
kilowatt station. Experienced studio and xmtter.
First fone. Box 862G, B-T.

1st phone, no experience — Navy vet. Grad radio
& tv school — 31 — married — taking CIRE — 3rd tele-
graph—can travel. Box 865G, B-T.

Engineer: Experienced all phases, past chief,
Ohio, Michigan. Box 876G, B-T.

Tv engineer, experienced xmtr, studio micro-
wave. 1st phone. Permanent only. Box 877G,
B-T.

Engineer: Licensed, fourteen years electronic ex-
perience. Four years tv installation, mainte-
nance and operation. Desires position New Eng-
land, New York area. Box 878G, B-T.

Chief engineer, 15 years experience. Results, no
excuses. References. Box 900G. B-T.

Situations Wanted — (Cont'd)

First class radio-telephone engineer. Two years
experience. Has done some announcing. Box
931G, B-T.

Position desired — first telephone — experienced.
Also D. A. Delbert King, 6621 South First Avenue,
Birmingham, Ala. Phone 59-9935.

First phone engineer. 7V 2 years experience all
phases broadcast work, including directional.
Available immediately. C. A. Terry, R.F.D. No.
1, Platte City, Missouri, c/o F. M. Miller.

Production-Programming, Others

Need creative copywriter? Send for one man's
samples if you are a midwest station with TV,
and away we'll go. Box 794G, B-T.

Experienced cameraman — video, audio, floor man-
ager, lighting, films, directing. Seeking per-
manent, or summer position with production
opportunity. References; will relocate. Box
864G, B-T.

Newsman . . . experienced in both radio and
television writing, editing, beat pounding and
presentation. Prefer tv or combined operation.
Put me to work and stand back. Box 886G, B-T.

News editor, specializing local news, seeks em-
ployment major market. 14 years radio experi-
ence, excellent references. Box 890G, B-T.

Copywriter, experienced radio and agencies,
wants to relocate in Florida. Can do air work,
woman's shows. Box 901G, B-T.

Sales, sales development, sales promotion man.
Now delivering for syndicator. Would like to
deliver for station. Box 918G, B-T.

Program-production man, twenty years' experi-
ence, desires affiliation with established station
that still believes in radio and interested in sound
programming. Family man. Presently employed.
Address Box 934G, B-T. \

Professional organist-pianist (former radio an-
nouncer — deejay) wants tv experience — staff po-
sition. Veteran-single. L. A. Elliott, 710 Fill-
more Place, Bay City, Michigan.

Utility men. Pianist, organist, traffic, copy, pro-
gramming. Victim of cutback. Southern loca-
tion desired. References. Charlie Friar, 2600 Mc-
Clintock Road, Apt. 4. Telephone: 2-6768.

TELEVISION

Help Wanted

Managerial

Commercial manager for vhf station in the
southeast. Opportunity with established pioneer
vhf station having major network. Excellent
market. The man needed must be thoroughly
experienced in local and national sales; able to
lead and direct local sales staff. Prefer one who
has knowledge of promotion and media adver-
tising. Habits and character must be above re-
proach. This is no position for loafers or play-
boys, yet it is not a sweat shop. An honest day's
work is all we expect. Our employees like our
shop and fine working conditions. Very seldom
does one leave us. This opening is unusual and
offers excellent place for the right man. Write
with detailed background about yourself, giving
present income, experience, business and char-
acter references, family status, health; club,
church and civic activities if any. All replies
"strictly" confidential. Enclose photograph with
application. Box 850G, B-T.

Regional sales manager for vhf station to travel
midwest territory. Exceptional potential. Send
complete details first letter. Box 373G, B-T.

Salesman

Illinois tv only operation has opening (2) for
salesmen. Interested in young aggressive men
with radio sales experience and anxious for tv
transition. Compensation salary plus commis-
sion. Write Box 847G, B-T.

Technical

Tv engineer wanted. Experience operating tv
studio equipment. State experience and refer-
ence. Box 824G, B-T.

Immediate opening for experienced television
studio transmitter engineer. Please give quali-
fications and salary requirement. Call or wire
Richard Cochran, Chief Engineer, WFAM-TV,
Lafayette, Indiana.

Situations Wanted

Managerial

Tv sales executive. High calibre, proven, aggres-
sive leader. Seek position as sales manager or
top-level salesman with leading metropolitan
operation. Long, successful record as top man
with present company. Thorough knowledge of
entire tv business. Finest references and back-
ground. Box 935G, B-T.

Salesmen

Five years radio sales and sales management
experience. Desire tv sales opportunity in south-
east. Box 882G, B-T.

Technical

Tv transmitter engineer desires to relocate. Two
and one half years experience. High power vhf.
not a drifter. Have very good reason for leaving
present position. Box 888G, B-T.

Radio, motion picture, photography, projection-
ist experienced. Audio-radio-television gradu-
ated. 1st phone. College — engineer major. Seeks
television or radio position. Box 902G, B-T.

Studio technician — cameraman. Graduate Tele-
vision Workshop, New York. Have fine photog-
raphy background. Veteran. Family man. Will
relocate. Box 937G. B-T.

Cameraman — technician: Graduate top New York
school. Have fine administrative background,
along with photography. Widely traveled. Vet-
eran. Family man. Will relocate. Write Box
938G, B-T.

Production-Programming, Others

Film editor presently employed in major north-
east vhf, desires position as film director and
buyer. Box 826G, B-T.

Need someone with these qualifications? BA de-
gree, production experience, special services
officer, presently directing. Available immedi-
ately. Details on request. Box 898G, B-T.

Television farm director — fifteen years in farm
and ranch radio and television production. Film
and direct farm and rural programs. Newspaper
— newsreel and press service experience. Desire
station realizing value of rural programming.
Continuous national sponsorship for over ten
years proof of a job well done. Location no pref-
erence Box 893G. B-T.

I can be the hostess with mostest on your tv
show! I can sing, dance, play piano and act, and
I can cook too! With complete theatrical back-
ground, now eyeing tv. Hope you'll saye "aye"
after seeing pix, resume, etc. Please write Box
911G, B-T.

College graduate desires job in tv production,
complete tv training, married, presently radio
announcer, will accept most positions, job must
have potential. Prefer midwest area. Alvan E.
Murphy, 303 E. Broad well, Albion, Michigan.
Phone: 6420.

FOR SALE

Stations

Midwest. 1 kw. Independent. Earns $30,000 year.
Priced right. Box 887G, B-T.

For sale — Radio station upper midwest. Local
outlet, network affiliate, excellent market, no tv.
Ideal for manager-owner. No brokers please.
Give financial responsibility in first letter. Write
Box 889G, B-T.

West Florida daytimer earning approximately
$20,000 priced $65,000. half cash. Paul H. Chap-
man, 84 Peachtree Street, Atlanta, Georgia.

Radio station. 1000 watt. Daytime. Southern
area. Market over 600,000 per owner. Priced un-
der $60,000. Financially qualified principals write
Ralph Erwin, Broker, Box 811, Tulsa.

Free list of good radio and tv station buys now
ready. Jack L. Stoll & Associates, -4958 Melrose,
Los Angeles 29, California.

Radio and television stations bought and sold.
Theatre Exchange. Licensed Brokers. Portland
22, Oregon.

Equipment

Two good used Stancil-Hoffman model M5A mini-
tape recorders; will sell together or separately.
Box 639G, B-T.

RCA TF5A superturnstile. Tuned channel 5 but
tunable 4 or 6. Box 772G, B-T.

Complete Trans Lux news sign, excellent condi-
tion, ideal promotion and advertising — $11,000.00.
Terms and details on request. Box 871G, B-T.

Fm 10 kw amplifier (less 1 kw driver). Also
power supply. Western Electric type 506B-2.
New. Reasonable. Box 895G, B-T.

FOR SALE— (Cont'd)

For sale: 3 Western Electric 9 A reproducers and
arms — as a unit or separately. Any reasonable
offer considered. Box 916G, B-T.

Western Electric: Double jack panels $17.00: 110A
limiter $60.00; 119C repeating coils $8.00; 111C re-
peating coils $7.00. Box 920G, B»T.

Gates transmitter control console type SA-97
complete with power supply. Suitable for studio
operation. Price $500.00. KGHF, Pueblo, Colorado.

For sale: RCA 1 kw uhf transmitter, antenna,
and accessories. Also, Federal transmitter, con-
sole, antenna, monitor, and 220 foot non-insulated
self supporting tower. Contact Lyle C. Motley,
WBTM, Danville, Va.

For sale: RCA BTF-3B 3kw fm broadcast trans-
mitter. WHBL, Inc., Sheboygan, Wis.

Complete uhf off-air pickup, video and audio
output, 9.6 ft. parabolic dish, receiver monitor,
F.I. meter, satisfactory use up to 40 miles — $1,-
500.00. Address Henry Root, Chief Engineer,
WLAM, Lewistown, Maine.

Job recorder, Stromberg timeclock model 36,
orig. $176.74. Excellent for use on announcers
logs. Best offer takes it. Station WUST, Wash-
ington 9, D. C.

10 watt REL fm transmitter, excellent condition.
40' tower, REL antenna, 100' of co-ax cable and
guying cables. All for $800. City Schools, New
Albany, Indiana. Attention Vernon McKown.

RCA-lkw uhf transmitter, antenna, monitors
and complete studio set up for channel 28 oper-
ation. Full specifications and conditions of sale
available. Write to: D. L. McNamara, Purchasing
Agent, University of Southern California, Uni-
versity Park, Los Angeles 7, California.

INSTRUCTION

TELEVISION

Wanted to Buy

Stations

Ft. Lauderdale, Fla., will trade for radio prop-
erty beautiful 10 unit, 10 bath apartment, \'z
block from ocean. Box 752G, B-T.

Wanted to buy radio station construction permit
for small town. Prefer southeast. Box 870G. B-T.

Want to lease good radio station in growing
market. All replies strictly confidential. Box
914G, B-T.

Radio stations. Kansas, Missouri, Oklahoma,
Arkansas. Ralph Erwin. Broker. Box 811, Tulsa.

Equipment

Wanted: Tv remote equipment including micro-
wave relay. Box 791G, B«T.

250 watt fm transmitters in good working order.
Give fullest particulars and price asked. Box
795G, B»T.

Used 1 kw am transmitter. Prefer Gates BC-1F.
Consider any at right price. Box 846G, B«T.

Need 220-foot tower, kilowatt transmitter, other
equipment for new station. Also WX-2 field in-
tensity meter. Box 874G, B»T.

5000 watt transmitter, used or new; full studio
equipment. Box 912G. B-T.

Wanted: Used, but in good condition GPL-Wat-
son vari-focal lens, Model PA-861. KTVK, Phoe-
nix, Arizona.

Wanted to buy. An RCA BC-2B audio consolette
in good condition. George B. Smith, WNDU-TV,
Notre Dame. Indiana.

Wanted — GR type 732-P1 range extension filter.
State price and condition. WGL, Fort Wayne,
Indiana.

Wanted: Am frequency monitor.
WTSB, Lumberton, N. C.

Chief Engineer,

Tv equipment needed — Lenses needed: 2 — 35mm;
2 — 50mm; 2 — 90mm; 2 — 135mm. Also needed: 1 —
DuMont portable sync generator; 5 — headsets;
2 — connecting DuMont "A" cables with con-
nectors. Forward information including price,
condition, age and guarantee, if any, to North-
west Radio and Television School, 1221 N. W. 21st
Ave., Portland, Oregon.

Complete am transmitter, console, and tower for
1000 watt station. Advise any part you might
have to sell. C. A. Kennedy, P. O. Box 71, Colum-
bia, Tennessee.

Want used, good condition, ready to go, short
wave and broadcast transmitters, five to one
hundred kilowatts. Must be priced right. Pay-
ment dollars stateside. Airmail complete details
to: Advertiser, 2 Eltisley Avenue, Cambridge,
England.

Used dual channel console, 1 DW, fm, transmitter.
Radio Department, Ashland College, Ashland,
Ohio.

Get your FCC first phone license in 8 weeks.
Intensive personalized instruction by correspond-
ence or in residence. Free brochure. Grantham,
Dept. 1-E, 6064 Hollywood Blvd., Hollywood, Cali-
fornia.

Your FCC first phone license in a hurry. Nation's
largest professional school offers brand new,
streamlined course. Guaranteed coaching — na-
tionwide placement. Full information rushed to
you free (no salesmen will call). Get the best —
it costs no more! Northwest Radio & Television
School, 1221 N. W. 21st Avenue, Portland 9,
Oregon.

FCC 1st phone license in 5 to 6 weeks. Bill
Ogden, 1150 W. Olive, Burbank, California. See
display ad next week.

RADIO

Situations Wanted

Managerial

RADIO-TV SALESMANAGER
OFFERS SECURITY*

* Security, Mr. Prospective Employer, is
the knowledge that this seasoned and re-
sponsible man can manage your sales and
allied departments in an efficient and
profitable manner.

New York and other major market ex-
perience with key radio-tv stations of ma-
jor network. Have been on the local and
national operational sides as Account Ex-
ecutive, in charge of Sales Development,
Director of Advertising & Promotion and
Sales Manager.

Currently employed, married, age 38.
Opportunity for growth is important.
Resume, photo and top industry refer-
ences are available on request.

Box 910G, B»T

PROMOTION MANAGER

Promotion Manager, 5 years
promo experience in top market
AM-TV stations. Sales presenta-
tions, publicity, merchandising,
public relations. Graduate de-
gree in advertising. References.

i Box 936G, B»T

/ /

Technical

=&-e=

=S-8=

=8-3=

TECHNICANS

<^ Due to operational changes in staff, we tf>
have four experienced technicians in TV
and Radio — (one good film man) that we
would like to help relocate. Complete 4

details in confidence if you are interested.

C. G. DeLaney

WHEC
40 Franklin St.
Rochester, New York

Help Wanted

Managerial

WE BELIEVE IN UHF

MR. TV MANAGER DO YOU?

We need immediately a capable, ex-
perienced TV manager and TV sales
manager to operate the affairs of a
UHF station located in a large mid-
western city. Must be willing to accept
capital stock of the company substan-
tially in lieu of financial reimburse-
ment. Sufficient financial reimburse-
ment will be made to cover living ex-
penses. Give full details as to your
qualifications, experience, family, pre-
vious employment, and date available.

Box 81 1G, B«T

Salesmen

TV SALESMAN WANTED

KCRG-TV, Channel 9. Cedar Rapids,
Iowa. Has excellent opportunity for ex-
perienced salesman. Station owned by
newspaper. Currently constructing 1,085
foot tower. State's highest. New facilities.
Including maximum power. Operative
this spring giving station Iowa's greatest
coverage. Cedar Rapids is fastest-growing
city in Iowa. Position offers enterprising
man bright future. Guarantee plus com-
mission. Principal accounts would be
regional. Wire, call, write Manager Pat
Patterson. 4-4194. Full particulars. Ap-
plications confidential.

Program m ing-Production, Others

THE FINDER

Man to find people, places, things to stir
imagination of young people. Daily TV
program KETC (VHF-educational) St.
Louis. Experience helpful, talent essen-
tial. Must have own sense of humor. Pres-
ent Finder leaving soon for CBS and net-
work show after only six months. Send
biog., pic, experience to Richard Hartzell,
Producer, THE FINDER, KETC, ST.
LOUIS, MO.

FOR SALE

Equipment

TOWERS

RADIO— TELEVISION

Antennas — Coaxial Cable

Tower Sales & Erecting Co.
6100 N. E. Columbia Blvd.,
Portland 11, Oregon

For Sale— (Cont'd)

FOR THE RECORD

Equipment

FOR SALE— USED

2 RCA 70C2 Turntables, complete with
RCA & Gray arms and RCA & GE pick-
ups; 1 RCA 86A1 Limiting Amplifier;
Channel 4 RCA 19104C Sideband filter
modified for 25 kw; Channel 4 RCA 5 kw
Notch Diplexer; 1 RCA TT1A Television
Microwave System including (Transmit-
ter less wave meter, Transmitter control,
Receiver and Receiver control); 1 RCA
WM20; 1 Jones MM200 Micromatch; 1
GE BM1A FM Monitor; 1 RCA BTF3B/C
FM Transmitter.

NEW

1 RCA BC2B Audio Console.

Contact
J. L. Berryhill
KRON-TV
San Francisco, California

OVER 100
NEEDED

That's what J. T. Snowden, Jr.,
Secretary-Treasurer of the North
Carolina Association of Broad-
casters, said when he ordered
three ads in our Classified Sec-
tion.

In less than three weeks Mr.
Snowden reported the response
"Overwhelming". ... In fact . . .
"We have been able to place
dozens of good experienced
broadcasters throughout the radio
and television industry of North
Carolina".

Week after week, B»T has con-
sistently produced top results
for classified advertisers.

So, whether it's personnel or
equipment you need, let B*T
help you solve your problems
through a classified ad.

(Continued from page 96)
ditions; WTLE Evanston, 111., to 10-12-55; KBID-
TV Fresno, Calif., to 10-12-55; KABC-TV Los
Angeles, Calif., to 10-10-55; WFIE (TV) Evans-
ville, Ind., to 10-1-55; KTVU Stockton, Calif., to
10-7-55; WNBF-TV Binghamton, N. Y., to 10-8-55;
WJTV Jackson, Miss., to 10-8-55; KSL-TV Salt
Lake City, Utah, to 10-8-55.

Actions of March 24
Granted License
WESO Southbridge, Mass., WESO Inc.— Granted
license for am broadcast station (BL-5659).

KXLY-TV Spokane, Wash., Northern Pacific
Television Corp. — Granted license for tv broad-
cast station (BLCT-142).

Remote Control
WKBC North Wilkesboro, N. C, Wilkes Bcstg.
Co. — Granted authority to operate transmitter by
remote control.

Modification of CP
KCAR Clarksville, Tex., Texo Bcstg. Co. —

Granted Mod. of CP for extension of completion
date to 8-12-55.

Actions of March 22
Los Angeles, Calif., Paramount Television Pro-
ductions Inc. — Granted informal application for
Mod. of Permit to transmit video transcriptions
of the program "Wrestling from Hollywood" via
air or rail express to Canadian Television Sta-
tions, CBUT-TV Vancouver, British Columbia,
CHSJ (TV) St. John, New Brunswick, CBWT
(TV) Winnipeg, Manitoba, CBMT (TV) Montreal,
CJCB-TV Sydney, Nova Scotia, CHCT-TV Cal-
gary, Alberta, CFCM-TV Quebec City, Quebec,
CBHT-TV Halifax, Nova Scotia, CFPL-TV Lon-
don, Ontario, CBOT (TV) Ottawa, Ontario, CBLT
(TV) Toronto, Ontario, and CKCO-TV Kitchener,
Ontario, for broadcast by these stations in Can-
ada, for the period ending Feb. 1, 1956.

Granted License
WCRS-FM Greenwood, S. C, Grenco Inc.—

Granted license covering changes in fm station
(BLH-1039).

WHBF Rock Island, 111., Rock Island Bcstg. Co.

— Granted license covering installation of a new
transmitter and antenna, at main studio location,
as an auxiliary transmitter and antenna (1270 kc,
250 w) (BL-5653).

WPRY Perry, Fla., Taylor County Bcstg. Co.—
Granted license covering change of facilities
(BL-5649).

KOLR Sterling, Colo., High Plains Bcstg. Corp.

— Granted license for am broadcast station (BL-
5648).

KYNT Yankton, S. D., Yankton Bcstg. Co. —
Granted license for am broadcast station (BL-
5647).

WCKI Greer, S. C, Greer Radiocasting Co. —

Granted license for am broadcast station (BL-
5650).

WALD Walterboro, S. C, Walterboro Bcstg. Co.

— Granted license covering change of facilities,
installation of new transmitter and changes in
antenna system (increase in height) (BL-5652).

WGST Atlanta, Ga., Board of Regents, U. of
Georgia — Granted license covering installation of
a new transmitter, as an alternate main trans-
mitter, to operate on 920 kc, 1 kw night and 5 kw
day (BL-5654).

Modification of CP

The following were granted extensions of com-
pletion dates as shown: KSPG Tulsa, Okla., to
10-4-55; KTVO Kirksville, Mo., to 8-1-55; KERO-
TV Bakersfield, Calif., to 10-5-55; KPTV Portland,
Oreg., to 10-4-55; WBRC-TV Birmingham, Ala.,
to 10-4-55; WKVM San Juan, P. R., to 6-25-55,
conditions.

Actions of March 21
Modification of CP

The following were granted extension of com-
pletion dates as shown: WSLI-TV Jackson, Miss.,
to 9-22-55; WQXI-TV Atlanta, Ga., to 10-19-55;
WJDM Panama City, Fla., to 9-21-55; KMYR
Denver, Colo., to 10-12-55, conditions.

ACTIONS ON MOTIONS
By Commissioner E. M. Webster
Broadcast Bureau — granted petition for an ex-
tension of time to and including April 12, to file
exceptions to the initial decision in ch. 12 tv

proceeding, Richmond, Va. (Dockets 8945, 10805)
(Action 3/28).

By Hearing Examiner H. Gifford Irion
on March 28
Upon request of applicants in ch. 7 tv proceed-
ing, Buffalo, N. Y. (Great Lakes Television Inc.,
et al) and without objection by Broadcast Bureau,
ordered that the further hearing now scheduled
for March 30 is continued to April 14.

By Hearing Examiner Elizabeth C. Smith
on March 28

Granted joint motion of applicants in ch. 4 tv
proceeding (Television City Inc., McKeesport,
Pa., et al), for corrections in various respects to
the transcript of evidence (Dockets 7287, et al).

By Hearing Examiner H. B. Hutchison
on March 28

Issued Statement and Order concerning matters
agreed to between the parties which shall govern
the course of the hearing re application of Streets
Electronics Inc. (KGEO-TV), Enid, Okla., for
Mod. of CP (Docket 11302, BMPCT-2729).

March 29 Applications

ACCEPTED FOR FILING
Renewal of License
KXRJ Russellville, Ark., The Valley Bcstrs.—

(BR-1508).

WALB Albany, Ga., Herald Pub. Co.— (BR-

1134).

WDAR Savannah. Ga., WDAR Inc.— (BR-1318).
KTRY Bastrop, La., Morehouse Bcstg. Co. —
(BR-1900).

KSIG Crowley, La., Acadia Bcstg. Co. — (BR-
1553).

KVOL Lafayette, La., Evangeline Bcstg. Co. —
(BR-859).

KANV Shreveport, La., Northwest Louisiana
Bcstg. Corp.— (BR-2978).

WLOX Biloxi, Miss., WLOX Bcstg. Co.— (BR-

2033).

WJMB Brookhaven, Miss., Brookhaven Bcstg.
Co.— (BR-1995).

WTOK Meridian, Miss., Southern Television
Corp.— (BR-1521).

Renewal of License Returned

WRJW Picayune, Miss., Moseley Brothers.
Modification of CP

WVLN-FM Olney, 111., Olney Bcstg. Co.— Mod.
of CP (BPH-1976) as mod. which replaced ex-
pired permit for extension of completion date
(BMPH-4988).

KRCA (TV) Los Angeles, Calif., National Bcstg.
Co.— Mod. of CP (BPCT-1462) as mod. which
authorized changes in facilities of existing tv
station to extend completion date to 6-18-55
(BMPCT-3000).

WMGT (TV) North Adams, Mass., Greylock
Bcstg. Co.— Mod. of CP (BPCT-1259) as mod.
which authorized new tv station to extend com-
pletion date to 10-15-55 (BMPCT-2999).

KOIN-TV Portland, Ore., Mount Hood Radio
& Television Bcstg. Corp.— Mod. of CP (BPCT-
1029) as mod. which authorized new tv station
to extend completion date to 10-21-55 (BMPCT-
2998).

License for CP

KWK-TV St. Louis, Mo., KWK Inc.— License to
cover CP (BPCT-324) as mod. which authorized
new tv station (BLCT-281).

WSVA-TV Harrisonburg, Va., Shenandoah Val-
ley Bcstg. Corp.— License to cover CP (BPCT-
1324) as mod. which authorized new tv station
(BLCT-284).

March 30 Decisions

BROADCAST ACTIONS
By the Commission en banc
Renewal of License

The following stations were granted renewal of
license on regular basis: WAJF Decatur, Ala.;
WAYX Waycross, Ga.; WBGR Jesup, Ga.; WBHF
Cartersville, Ga.; WBIA Augusta, Ga.; WGFS
Covington, Ga.; WGLS Decatur, Ga.; WGRA
Cairo, Ga.; WHBB Selma. Ala.; WIMO Winder,
Ga.; WKAB Mobile, Ala.; WOWL Florence, Ala.;
WPBB Jackson, Ala.; WPID Piedmont, Ala.;
WTUS Tuskegee, Ala.; WZOB Fort Payne, Ala.;
WHBO Tampa, Fla.

BROADCASTING

Telecasting

April 4, 1955 • Page 101

of all WHIO-TV

mail came from areas outside Metropolitan
Dayton. In fact, 13% of WHtO-TV mail carried
"U:, o^i)^ • - - i > :-« primary «»««!

CBS • DUMONT

Page 102

,4pW/ 4, J 955

Broadcasting

Teleca

■FOR THE RECORD-

Station

TELESTATUS April 4, 1955

Tv Stations on the Air With Market Set Counts
And Reports of Grantees' Target Dates

Editor's note: This directory is weekly status report of (1) stations that are operating as commercial
and educational outlets and (2) grantees. Triangle (►) indicates stations now on air with reg-
ular programming. Each is listed in the city where it is licensed. Stations, vhf or uhf, report re-
spective set estimates of their coverage areas. Where estimates differ among stations in same city,
separate figures are shown for each as claimed. Set estimates are from the station. Further queries
about them should be directed to that source. Total U. S. sets in use is unduplicated B«T estimate.
Stations not preceded by triangle (►) are grantees, not yet operating.

ALABAMA

Andalusiat —
WAIQ (*2) 3/9/55-Unknown

Birmingham —

► WABT (13) NBC, ABC, DuM; Blair; 306,318

► WBRC-TV (6) CBS, DuM; Katz; 318,000
WJLN-TV (48) 12/10/52-Unknown
WBIQ (HO) 10/13/54-Unknown

Decaturt —

► WMSL-TV (23) CBS, NBC; Walker; 26,230

Dothantt —

► WTVY (9) Young

Mobile —

► WALA-TV (10) ABC, CBS, NBC; Headley-

Reed; 101,100
WKAB-TV (48) See footnote (c)
WKRG-TV Inc. (5) 3/23/55-Unknown

Montgomery —

► WCOV-TV (20) ABC, CBS, DuM; Raymer;

61,259

► WSFA-TV (12) NBC; Katz; 89,110

Munfordt —

► WTIQ (*7)

Selmat —
WSLA (8) 2/24/54-Unknown

ARIZONA

Mesa (Phoenix) —

► KVAR (12) NBC, DuM; Raymer;

118,560

Phoenix —

► KOOL-TV (10) ABC; Hollingbery; 118,560

► KPHO-TV (5) CBS, DuM; Katz; 118.560

► KTVK (3) ABC; Weed

Tucson —

► KOPO-TV (13) CBS, DuM; Hollingbery; 37,957

► KVOA-TV (4) ABC, NBC; Raymer; 37,957

Yumat —

► KIVA (11) NBC, DuM;

Grant; 26,136

ARKANSAS

El Doradot—

KRBB (10) 2/24/54-Unknown

Fort Smitht—

► KFSA-TV (22) ABC, CBS, NBC, DuM; Pear-

son; 27.500 „ ,

KNAC-TV (5) Rambeau; 6/3/54-Unknown

Jonesborot —

KBTM-TV (8) 1/12/55-Unknown

Little Rock—

► KARK-TV (4) NBC, DuM; Petry; 95,581
KTHV (11) Branham; 11/4/54-Unknown

► KATV (7) (See Pine Bluff)

Total stations on air in V. S. and possessions:
427; total cities with stations on air: 282. Both
totals include XEJ-TV Juarez and XETV (TV)
Tijuana, Mexico, as well as educational outlets
that are operating. Total sets in use, 36,029,308.
♦ Indicates educational stations,
t Cities NOT interconnected.

(a) Two Buffalo, N. Y., tv stations, in addition to
their U. S. set counts, report the following set
coverage in Canada: WBEN-TV, 459,256; WGR-
TV, 419,577.

(b) Number of sets not currently reported by
WHAS-TV Louisville, Ky. Last report was 205-
544 on July 10, 1952.

(c) The foUowing stations have suspended regular
operations but have not turned in CP's: WKAB-
TV Mobile, Ala.; KBID-TV Fresno, Calif.; WRAY-
TV Princeton, Ind.; WKLO-TV Louisville, Ky.;
WLAM-TV Lewiston, Me.; WPMT (TV) Portland,
Me • WFTV (TV) Duluth, Minn.; WCOC-TV
Meridian, Miss.; KACY (TV) Festus, Mo.; KOPR-
TV Butte, Mont.; WFPG-TV Atlantic City, N. J.;
WRTV (TV) Asbury Park, N. J.; WTRI (TV)
Albany, N. Y.; WTVE (TV) Elmira, N. Y.; WQMC
(TV) Charlotte, N. C; WIFE (TV) Dayton, Ohio;
KMPT (TV) Oklahoma City; KCEB (TV) Tulsa,
Okla.; WLBR-TV Lebanon, Pa.; WKST-TV New
Castle, Pa.; WKJF-TV Pittsburgh, Pa.; KNUZ-TV
Houston, Tex.; KETX (TV) Tyler, Tex.; WBTM-
TV Danville, Va.; WTOV-TV Norfolk, Va.;
WKNA-TV Charleston, W. Va.; WJPB-TV Fair-
mont, W. Va.; WCAN-TV Milwaukee.

(d) Shreveport Tv Co. has received initial deci-
sion favoring it for ch. 12, which is currently
operated by Interim Tv Corp. [KSLA (TV)].

New Tv Station

The following tv station is the newest
to start regular programming:

WPRO-TV Providence, R. I. (ch. 12),
March 27.

Pine Blufft—

► KATV (7) ABC, CBS; Avery-Knodel; 91,389
Texarkana —

► KCMC-TV (6) See Texarkana, Tex.

CALIFORNIA

Bakersfield—

► KBAK-TV (29) ABC, DuM; Weed; 87,000

► KERO-TV (10) CBS, NBC; Hollingbery; 146,398

Berkeley (San Francisco) —

► KQED (*9)
Chico—

► KHSL-TV (12) ABC, CBS, NBC, DuM; Avery-

Knodel; 60,801

Coronat —
KCOA (52), 9/16/53-Unknown

Eurekat —

► KIEM-TV (3) ABC, CBS, NBC, DuM; Hoag-

Blair, Blair Tv; 19,500

Fresno —

KBID-TV (53) See footnote. (c)

► KJEO (47) ABC, CBS, DuM; Branham; 156,035

► KMJ-TV (24) CBS, NBC; Raymer; 142.000
KARM. The George Harm Station (12) Boiling;

Initial Decision 8/31/54

Los Angeles —

► KABC-TV (7) ABC; Petry; 2,058,196
KBIC-TV (22) 2/10/52-Unknown

► KCOP (13) Weed; 2,058,196

► KHJ-TV (9) DuM; H-R; 2,058,196

► KNXT (2) CBS; CBS Spot Sis.; 2,058,196

► KRCA (4) NBC; NBC Spot Sis.; 2,058,196

► KTLA (5) Raymer; 2,058,196

► KTTV (11) Blair; 2,058,196

Modestot —

KTRB-TV (14) 2/17/54-Unknown
Sacramento —

KBIE-TV (46) 6/26/53-Unknown

► KCCC-TV (40) ABC, CBS, NBC; Weed; 127,500
KCRA Inc. (3) Initial Decision 6/3/51

► KBET-TV (10) CBS, ABC; H-R

Salinast —

► KSBW-TV (8) ABC, CBS, NBC, DuM; Holling-

bery; 492,371

San Diego —

*► KFMB-TV (8) ABC, CBS; Petry; 290,000

► KFSD-.TV (10) NBC; Katz; 285,533
KUSH (21) 12/23/53-Unknown

San Francisco —

KBAY-TV (20) 3/11/53-Unknown (granted STA
Sept. 15)

► KGO-TV (7) ABC; Petry; 1,068,555

► KPIX (5) CBS; Katz; 1,068,555

► KEON-TV (4) NBC; Free & Peters; 1,068,555

► KSAN-TV (32) Stars National; 210,000

San Josef —

KQXI (11) 4/15/54-Unknown
San Luis Obispot —

► KVEC-TV (6) ABC, CBS, DuM; Grant; 82,836
Santa Barbara —

>■ KEYT (3) ABC, CBS, NBC, DuM; Hollingbery;
464,192

Stocktont —

► KOVR (13) DuM; Blair; 1,054,000

► KTVU (36) NBC; Hollingbery; 120,000

Directory information is in following order: call
letters, channel, network affiliation, national rep-
resentative; market set count for operating sta-
tions; date of grant and commencement target
date for grantees.

Dallas

Broadcasting

Telecasting

TELEVISION
MARKET

MAXIMUM
POWER

100,000 Watts Video
50,000 Watts Audio

DALLAS and
FORT WORTH

More than a Million
urban population in the
50-mile area

More than TWO MILLION
in the 100-mile area . . .

NOW

I 456,000 I

TELEVISION HOMES

in KRLD-TV'S

EFFECTIVE COVERAGE
AREA

EXCLUSIVE CBS
TELEVISION OUTLET FOR
DALLAS-FORT WORTH
AREAS

^ — This Is why — .

^KRLD-TV)

is your best buy

Channel^*? f RoprKSbnlctt by

The BRANHAM Company

April 4, 1955 • Page 103

FOR THE RECORD

Tulare (Fresno) —

► KVVG (27) DuM; Forjoe; 150.C00

Visaliat —

KAKI (43) 10/6/54-Unknown

COLORADO

Colorado Springs —

► KKTV (11) ABC, CBS, DuM; Hollingberv;

53,604

► KRDO-TV (13) NBC; McGillvra; 40,000
Denver —

► KBTV (9) ABC; Free & Peters; 273,069

► KFEL-TV (2) DuM; Hoag-Blair, Blair Tv;

273,069

► KLZ-TV (7) CBS; Katz; 273,069

► KOA-TV (4) NBC; Petrv; 273,069
KRMA-TV (*6) 7/1/53-Unknown

Grand Junctiont —

► KFXJ-TV (5) NBC, CBS, DuM; Holman; 9.600
Pueblo —

► KCSJ-TV (5) NBC; Avery-Knodel; 50,906

CONNECTICUT

Bridgeport —

WCBE (*71) 1/29/53-Unknown

► WICC-TV (43) ABC, DuM; Young; 72,340

Hartford —

WCHF (*24) 1/29/53-Unknown

► WGTH-TV (18) ABC, DuM; H-R; 291,299

New Britain —

► WKNB-TV (30) CBS; Boiling; 284,169
New Haven —

WELI-TV (59) H-R; 6/24/53-Unknown

► WKHC-TV (8) ABC, CBS, NBC, DuM; Katz:

934,448

New Londonf —

WNLC-TV (26) 12/31/52-Unknown

Norwicht —

WCNE (*63) 1/29/53-Unknown

Stamfordt —

WSTF (27) 5/27/53-Unknown
Waterbury —

► WATR-TV (53) ABC; Stuart; 193,320

DELAWARE

Wilmington —

► WDEL-TV (12) NBC, DuM; Meeker; 2,051,000

DISTRICT OF COLUMBIA

Washington —

► WMAL-TV (7) ABC; Katz; 600,000
WOOK-TV (50) 2/24/54-Unknown

► WRC-TV (4) NBC; NBC Spot Sis.; 707,000

► WTOP-TV (9) CBS; CBS Spot Sis.; 672,200

► WTTG (5) DuM; H-R; 642,000
WETV (20) 10/21/54-Unknown

FLORIDA

Clearwatert —

WPGT (32) 12/2/53-Unknown

Daytona Beacht —

WMFJ-TV (2) McGillvra; 7/8/54-7/1/55-
Fort Lauderdale —

► WITV (17) ABC, DuM; Boiling; 145,600 (also

Miami)

Fort Myerst —

► WINK-TV (11) ABC, CBS; McGillvra; 11,726
Jacksonville —

► WJHP-TV (36) ABC, NBC, DuM; Perry; 75,600

► WMBR-TV (4) ABC, CBS, DuM; CBS Spot Sis.;

405,600

WOBS-TV (30) Stars National; 8/12/53-Spring
*55

Miami —

► WGBS-TV (23) NBC; Katz
WMFL (33) 12/9/53-Unknown
WTHS-TV (*2) 11/12/53-Unknown

► WTVJ (4) CBS: Free & Peters; 307.6C0
Biscavne Tv Corp. (7) Initial Decision 1/17/55

► WITV (17) See Fort Lauderdale

Orlando —

► WDBO-TV (6) CBS, ABC. NBC, DuM; Blair:

80,000

Panama Cityt —

► WJDM (7) ABC, NBC, DuM; Hollingbery;

24,750

Pensacolat —

► WEAR-TV ABC, CBS, DuM; Hollingbery:

89,500

► WPFA (15) 32,500

St. Petersburg —

► WSUN-TV (38) ABC, CBS, DuM: Weed; 134,000-
Tarn pat —

► WFLA-TV (8) NBC; Blair; 175,000

WTVT (13) CBS: Avery-Knodel; 9/2/54-4/1/55
(granted STA March 18)

West Palm Beach —

► WEAT-TV (12) ABC; Walker; 231,000

► WIRK-TV (21) DuM; W-ed; 42,708

► WJNO-TV (5) NBC. CBS, DuM; Venard; 231,000

Page 104 • April 4, 1955

GEORGIA

Albanyt —

► WALB-TV (10) ABC, NBC. DuM; Burn-Smith;

45,000

Atlanta —

► WAGA-TV (5) CBS, DuM; Katz; 456,190

► WLWA (11) ABC. DuM; Crosley Sis.; 465,000

► WOXI-TV (36) 23,742

► WSB-TV (2) NBC; Petry; 484,725

Augusta —

► WJBF (6) ABC, NBC. DuM; Hollingbery;

133.000

► WRDW-TV (12) CBS: Headley-Rsed; 131,444
Columbus —

► WDAK-TV (28) ABC, NBC, DuM; Headley-

Reed: 84.690

► WRBL-TV (4) CBS; Hollingbery; 95,412

Macon —

► WMAZ-TV (13) ABC, CBS, DuM; Avery-

KnodeJ; 94.623

► WNEX-TV (47) NBC; Branham; 62,032

Romet —

► WROM-TV (9) McGillvra; 150,990
Savannah —

► WTOC-TV (11) ABC. CBS, NBC, DuM; Avery-

Knodel: 60.107
WSAV-TV (3) 1/26/55-Unknown

Thomasvillet —

WCTV (6) Stars National; 12/23/53-Spring '55

IDAHO

Boiset —

► KBOI-TV (2) CBS, DuM; Free & Peters; 43,985

► KIDO-TV (7) ABC, NBC; Blair; 41,900

Idaho Fallst —

► KID-TV (3) ABC, CBS, NBC, DuM; Gill-Perna

32,419

Lewistont —

KLEW-TV (3) 2/9/55-Unknown

Pocatellot —

KWIK-TV (6) ABC; Hollingbery; 3/26/53-Un-
known

Twin Fallst —

KLIX-TV (11) ABC; Hollinbery; 3/19/53-
Unknown

ILLINOIS

Belleville (St. Louis, Mo.)—

► WTVI (54) ABC, CBS, DuM; Radio Tv Repre-

sentatives; 320,000

Bloomington —

► WBLN (15) McGillvra; 113,242
Champaign —

► WCIA (3) CBS, NBC, DuM; Hollingbery; 307,000
WTLC (*12) 11/4/53-Unknown

Chicago —

► WBBM-TV (2) CBS; CBS Spot Sis.; 1,877,600

► WBKB (7) ABC; Blair; 2,074,000

► WGN-TV (9) DuM: Hollingbery; 2,080,000
WHFC-TV (26) 1/8/53-Unknown
WIND-TV (20) 3/9/53-Unknown

► WNBO (5) NBC: NBC Spot Sis.; 2,043,000
WOPT (44) 2/10/54-Unknown

WTTW (*11) 11/5/53-Unknown

Danville —

► WDAN-TV (24) ABC; Everett-McKinney; 35,000
Decatur —

► WTVP (17) ABC, DuM; Boiling; 160,000
Evanstont —

WTLE (32) 8/12/53-Unknown
Harrisburgt —

► WSIL-TV (22) ABC; Walker; 30,000
Peoria —

► WEEK-TV (43) NBC, DuM; Headley-Reed;

229 274

► WTVH-TV (19) CBS, ABC; Petry; 229.274
WIRL Tv Co. (8) Initial Decision 11/5/54

Quincyt (Hannibal, Mo.) —

► WGEM-TV (10) ABC, NBC; Avery-Knodel;

150X00

► KHQA-TV (7) See Hannibal, Mo.
Rockford —

► WREX-TV (13) ABC, CBS; H-R; 256.600

► WTVO (39) NBC, DuM; Weed: 100.000
Rock Island (Davenport, Moline) —

► WHBF-TV (4) ABC. CBS, DuM; Avery-Knodel;

295,201
Springfield—

► WICS (20) ABC, NBC, DuM; Young; 95,000
Sangamon Valley Tv Corp. (2) Initial Decision

11/30/54

INDIANA

Andersonf —

WCBC-TV (61) 2/2/55-5/1/55
Bloomington —

► WTTV (4) NBC. DuM; Meeker; 622,727 (also

Indianapolis)

Elkhartt—

► WSJV (52) ABC, NBC, DuM; H-R; 208,139
Evansville —

► WFIE (62) ABC, NBC, DuM: Venard; 94,315

► WEHT (50) See Henderson, Ky.

Evansville Tv Inc. (7) Initial Decision 10/4/54

Fort Wayne —

► WKJG-TV (33) NBC, DuM; Raymer; 132,547

► WINT (15) See Waterloo

WANE-TV (69) Boiling; 9/29/54-Unknown

Indianapolis — |

► WFBM-TV (6) ABC. CBS. NBC; Katz; 662 000

► WISH-TV (8) ABC, CBS, DuM; Boiling; 540,020

► WTTV (4) See Bloomington

Laf syettet —

► WFAM-TV (59) CBS, DuM; Rambeau 66,500 '
Muncie —

► WLBC-TV (49) ABC, CBS, NBC, DuM; Hol-

man, Walker; 107,250

Notre Dame (South Bend)t —

WNDU-TV (46) NBC; Meeker; 8/12/54-7/15/55

Princetont —

WRAY-TV (52) See footnote (c)
South Bend—

► WSBT-TV (34) CBS, DuM; Raymer; 206,473
Terre Haute —

► WTHI-TV (10) ABC, CBS, DuM; Boiling; 154,000
Waterloo (Fort Wayne) —

► WINT 15) ABC, CBS; H-R; 133,478

IOWA

Ames —

► WOI-TV (5) ABC, CBS, DuM; Weed; 315,600
Cedar Rapids —

► KCRG-TV (9) ABC, DuM; Venard; 116,000

► WMT-TV (2) CBS; Katz; 266,800

Davenport (Moline, Rock Island) —

► WOC-TV (6) NBC; Free & Peters; 295,165
Des Moines —

► KGTV (17) ABC: Hollingbery; 76,500

► WHO-TV (13) NBC; Free & Peters; 302,000
Cowles Broadcasting Co. (8) 3/23/55-Unknown

Fort Dodget—

► KQTV (21) NBC, DuM; Pearson; 22,100
Mason City —

► KGLO-TV (3) CBS, DuM; Weed; 135,932
Sioux City —

► KTIV (4) NBC, ABC. DuM; Hollingbery; 152,835 j

► KVTV (9) ABC, CBS, DuM; Katz; 152,835

Waterloo —

► KWWL-TV (7) NBC, DuM; Headley-Reed; 1

162,159

KANSAS

Great Bendt—

► KCKT (2) NBC; Boiling; 126,258
Hutchinson —

► KTVH (12) CBS, DuM; H-R; 199,012
Manhattan! —

KSAC-TV (*8) 7/24/53-Unknown
Pittsburgt —

► KOAM-TV (7) ABC, NBC, DuM; Katz, 91,552 :
Topeka—

► WIBW-TV (13) ABC, CBS, DuM; Capper Sis.;

426,427

Wichita—

► KAKE-TV (10) ABC; Hollingbery; 195,110

► KEDD (16) NBC; Petry; 124,311 '
Wichita Tv Corp. (3) Initial Decision 8/9/54

KENTUCKY

Ashlandt —

WPTV (59) Petry; 8/14/52-Unknown
Henderson (Evansville, Ind.) —

► WEHT (50) CBS; Meeker; 80,831
Lexington! —

WLAP-TV (27) 12/3/53-Unknown

► WLEX-TV (18) NBC, ABC, DuM; Forjoe

Louisville —

► WAVE-TV (3) ABC, NBC, DuM; NBC Spot

Sis ' 434 912

► WHAS-TV (11) CBS; Harrington, Righter &

Parsons. See footnote (b)
WKLO-TV (21). See footnote (c)
WQXL-TV (41) Forjoe; 1/15/53-Unknown

Newportf —

WNOP-TV (74) 12/24/53-Unknown

LOUISIANA

Alexandria —

► KALB-TV (5) NBC, ABC, CBS, DuM; Weed;

107,600

Baton Rouge —

► WAFB-TV (28) ABC, CBS, DuM; Young; 80,000 j
WBRZ (2) Hollingbery; 1/28/54-4/14/55 (grant- !

ed STA March 17)

Broadcasting • Telecasting *

Lafayettef —

KLFY-TV (10) 9/16/53-7/1/55
Lake Charles —

► KPLC-TV (7) ABC, NBC; Weed; 66,000

► KTAG (25) CBS, DuM; Young; 44,550

Monroe —

► KNOE-TV (8) CBS, NBC, ABC, DuM; H-R;

206,000

New Orleans —

WCKG (26) Gill-Perna; 4/2/53-Unknown

► WDSU-TV (6) ABC, CBS, NBC, DuM; Blair;

306,096

► WJMR-TV (61) ABC, CBS, DuM; Boiling;

121,840

Shreveport —

► KSLA (12) ABC, CBS, NBC, DuM Raymer;

77,730

Shreveport Tv Co. (12) Initial Decision 6/7/54-

See footnote (d)
KTBS Inc. (3) 2/16/55-9/1/55

MAINE

Bangor —

► WABI-TV (5) ABC, CBS, NBC, DuM; Holling-

bery; 96,000

► WTWO (2) CBS; Venard
Lewiston —

WLAM-TV (17) See footnote (c)
Poland Spring —

► WMTW (8) ABC, CBS, DuM; Harrington,

Righter & Parsons; 259,933
Portland —

► WCSH-TV (6) NBC, DuM; Weed; 164,343

► WGAN-TV (13) ABC, CBS; Avery-Knodel
WPMT (53) See footnote (c)

MARYLAND

Baltimore —

► WAAM (13) ABC, DuM; Harrington, Righter

& Parsons; 598,207

► WBAL-TV (11) NBC; Petry; 598,207
WITH-TV (72) Forjoe; 12/18/52-Unknown

► WMAR-TV (2) CBS; Katz; 598,207
WTLF (18) 12/9/53-Unknown

Cumberland! —

WTBO-TV (17) 11/12/53-Unknown

Salisbury! —

► WBOC-TV (16) ABC, CBS, DuM; Burn-Smith;

50,710

MASSACHUSETTS

Adams (Pittsfield) —

► WMGT (19) DuM; Walker; 169,015

Boston —

► WBZ-TV (4) NBC; Free & Peters; 1,290,537

► WGBH-TV (*2)

WJDW (44) 8/12/53-Unknown

► WNAC-TV (7) ABC, CBS, DuM; H-R; 1,290,537

Brocktonf —

WHEF-TV (62) 7/30/53-Unknown
Cambridge (Boston) —

► WTOA-TV (56) DuM; Everett-McKinney;

190,000

Springfield—

► WHYN-TV (55) CBS, DuM; Branham; 172,000

► WWLP (61) ABC, NBC; Hollingbery; 172,000

Worcester — ■

WAAB-TV (20) Forjoe; 8/12/53-Unknown

► WWOR-TV (14) ABC, DuM; Raymer; 86,478

MICHIGAN

Ann Arbor —

► WP AG-TV (20) DuM; Everett-McKinney; 24,000
WUOM-TV (*26) 11/4/53-Unknown

Battle Creek—

WBCK-TV (58) Headley-Reed; 11/20/52-Un-
known

Bay City (Midland, Saginaw) —

► WNEM-TV (5) NBC, DuM; Headley-Reed;

289,793

Cadillact—

► WWTV (13) ABC, CBS, DuM; Weed; 64,920
Detroit—

WBID-TV (50) 11/19/53-Unknown

► WJBK-TV (2) CBS; Katz; 1,553,277
WTVS (*56) 7/14/54-Unknown

► WWJ-TV (4) NBC; Hollingbery; 1,466,000

► WXYZ-TV (7) ABC; Blair; 1,469,000

► CKLW-TV (9) DuM; Young; 1,496,000. See

Windsor, Ont.

East Lansing! —

► WKAE-TV (*60)
Flint—

WJRT (12) 5/12/54-Unknown
Grand Rapids —

► WOOD-TV (8) ABC, NBC, DuM; Katz; 510,566
WMCN (23) 9/2/54-Unknown

Kalamazoo —

► WKZO-TV (3) CBS, ABC, NBC, DuM; Averv-

Knodel; 542,409

Lansing —

► WTOM-TV (64) ABC, DuM; Everett-McKinney;

55,000

► WJIM-TV (6) ABC, CBS, NBC; Petry; 417,000
Marquettef —

WAGE-TV (6) 4/7/54-Unknown
Muskegont —

WTVM (35) 12/23/52-Unknown
Saginaw (Bay City, Midland) —

► WKNX-TV (57) ABC, CBS; Gill-Perna; 140,000
Traverse City —

► WPBN-TV (7) NBC; Holman; 36,965

MINNESOTA

Austin —

► KMMT (6) ABC; Headley-Reed; 54,515
Duluth (Superior, Wis.) —

► KDAL-TV (3) ABC, NBC; Avery-Knodel; 93,300

► WDSM-TV (6). See Superior, Wis.
WFTV (38) See footnote (c)

Hibbingt —

KHTV (10) 1/13/54-Unknown
Minneapolis (St. Paul) —

► KEYD-TV (9) DuM; H-R; 585,000

► WCCO-TV (4) CBS; Free & Peters; 573,300

► WTCN-TV (11) ABC; Blair; 573,300

Rochester —

► KROC-TV (10) NBC; Meeker; 95,833
St. Paul (Minneapolis) —

► KSTP-TV (5) NBC; Petry; 573,300

► WMIN-TV (11) ABC; Blair; 573,300

MISSISSIPPI

Biloxit—

Radio Assoc. Inc. (13) Initial Decision 7/1/54
(case has been reopened)
Columbust —

WCBI-TV (4) McGillvra; 7/28/54-7/1/55
Jcickson

► WJTV (25) CBS, DuM; Katz; 68,404

► WLBT (3) NBC; Hollingbery; 122,765

► WSLI-TV (12) ABC; Weed; 115,000

Meridiant —

WCOC-TV (30) See footnote (c)

► WTOK-TV (11) ABC, CBS, NBC, DuM; Head-

ley-Reed; 56,800
Tupelo! —

WTWV (9) 12/8/54-Fall '55

a close look at facts

WTHI-TV Channel 10 is the ONLY station with
complete coverage of the Greater

WABASH VALLEY

• One of the Mid-west's most prosperous industrial and agricultural markets

• $714,500,000 Retail Sales in year '53-'54

• Blanketed ONLY by WTHI-TV's 316,000 watt signal

• 227,000 Homes (147,000 TV homes)

118,000 UNDU PLICATED WTHI-CBS TV HOMES!

Represented nationally by:

The Boiling Co. New York & Chicago

TERRE HAUTE, IND.

316,000 Watts

Broadcasting • Telecasting

April 4. 1955 • Paee 105

FOR THE RECORD

MISSOURI

Cape Girardeau —

► KFVS-TV (12) CBS; Headley-Reed; 115,200

Claytont—

KFUO-TV (30) 2/5/53-Unknown

Columbia —

► KOMU-TV (8) NBC, ABC, DuM; H-E; 63,295

Festust —

KACY (14) See footnote (c)

Hannibalt (Quincy, 111.)—

► KHQA-TV (7) CBS, DuM; Weed; 150,504

► WGEM-TV (10) See Quincy, 111.

Jefferson Cityt —

► KRCG (13) CBS; Hoag-Blair, Blair-Tv
Joplin —

► KSWM-TV (12) CBS; Venard; 84,680
Kansas City —

► KCMO-TV (5) ABC, DuM; Katz; 483,376

► KMBC-TV (9) CBS; Free & Peters; 483,376

► WDAF-TV (4) NBC; Harrington, Righter &

Parsons; 483,376

Kirksvillet —

KTVO (3) 12/16/53-Unknown

St. Joseph —

► KFEQ-TV (2) CBS, DuM; Headley-Reed; 129,716
St. Louis —

► KETC (*9) 500,000 „

► KSD-TV (5) ABC, CBS, NBC; NBC Spot Sis.;

761,760

► KWK-TV (4) CBS; Katz
WIL-TV (42) 2/12/53-Unknown
KACY (14) See Festus

► WTVI (54) See Belleville, 111.

KTVI (36) 3/9/55-Unknown (station currently
operates on ch. 54 at Belleville, 111. [WTVI
(TV)]

Sedaliat —

► KDRO-TV (6) Pearson; 57,000

► P KTTS-TV~ (10) CBS, DuM; Weed: 62,370

► KYTV (3) NBC; Hollingbery; 69,300

MONTANA

Billingst—

► KOOK-TV (2) ABC, CBS, NBC, DuM; Headley-

Reed; 20,000

Buttef—

KOPR-TV (4) See footnote (c)

► KXLF-TV (6) ABC; No estimate given

Great Fallst —

► KFBB-TV (5) CBS, ABC, DuM; Hoag-Blair,

Blair-Tv; 20,500

Missoulat —

► KGVO-TV (13) ABC, CBS, DuM; Gill-Perna;

18,750

NEBRASKA

Hastingst—

The Seaton Publishing Co. (5) 2/11/55-Un-
known
Kearney (Holdrege)—

► KHOL-TV (13) ABC, CBS, NBC, DuM; Meeker;

53,492
Lincoln —

► KOLN-TV (10) ABC, CBS, DuM; Avery-Kno-

del; 117,208

► KUON-TV (*12) 76,618

Omaha —

► KMTV (3) ABC, CBS, DuM; Petry; 286,000

► WOW-TV (6) NBC, DuM; Blair; 286,000

Scottsblufft —

KSTF (10) 8/18/54-6/1/55

NEVADA

Henderson! —

► KLRJ-TV (2) NBC; Pearson; 28,200
Las Vegas—

► KLAS-TV (8) CBS, ABC, DuM; Weed; 21,244
Reno —

► KZTV (8) ABC, CBS, NBC, DuM; Pearson;

17,250

NEW HAMPSHIRE

Keenet —

WKNE-TV (45) 4/22/53-Unknown

Manchester —

► WMUK-TV (9) ABC, DuM; Weed; 381,338
Mt. Washingtont—

► WMTW (8) See Poland Spring, Me.

NEW JERSEY

Asbury Parkt—

WRTV (58) See footnote (c)

Atlantic City—

WFPG-TV (46) See footnote (c)
WOCN (52) 1/8/53-Unknown

Camdent—

WKDN-TV (17) 1/28/54-Unknown

Newark (New York City) —

► WATV (13) Petry; 4,290,000

New Brunswickt —

WTLV (*19) 12/4/52-Unknown

NEW MEXICO

Albuquerque —

► KOAT-TV (7) ABC, DuM; Hollingbery; 50,000

► KOB-TV (4) NBC; Branham; 55,630

► KGGM-TV (13) CBS; Weed; 55,630

Roswellt —

► KSWS-TV (8) NBC, ABC, CBS, DuM; Meeker;

25,427

NEW YORK

Albany (Schenectady, Troy) — I
WPTR-TV (23) 6/10/53-Unknown

► WKOW-TV (41) ABC, CBS, DuM; Boiling;

150,000

WTRI (35) See footnote (c)
DTVZ (*17) 7/24/52-Unknown

Bingham ton —

► WNBF-TV (12) ABC, CBS, NBC, DuM; Boi-

ling; 321,490
WQTV (*46) 8/14/52-Unknown
WINR-TV (40) 9/29/54-Unknown

Buffalo —

► WBEN-TV (4) ABC, CBS, DuM; Harrington,

Righter & Parsons; 452,256. See footnote (a).

► WBUF-TV (17) 170,000

► WGE-TV (2) NBC, ABC, DuM; Headley-Reed;

455,043. See footnote (a).
WTVF (*23) 7/24/52-Unknown

Carthage (Watertown) —

► WCNY-TV (7) CBS, ABC, DuM; Weed; 60,960
Elmira —

WTVE (24) See footnote (c)
Ithacat —

WHCU-TV (20) CBS; 1/8/53-Unknown
WIET (*14) 1/8/53-Unknown

Kingston —

► WKNY-TV (66) ABC, CBS, NBC, DuM; Meeker;

28,500

Lake Placidf (Plattsburg)—

► WIRI (5) DuM; McGUlvra; 80,740
New York —

► WABC-TV (7) ABC; Weed; 4,290,000

► WABD (5) DuM; Avery-Knodel; 4,290,000

► WCBS-TV (2) CBS; CBS Spot Sis.; 4,290,000
WGTV (*25) 8/14/52-Unknown
WNYC-TV (31) 5/12/54-Unknown

► WOR-TV (9) WOR; WOR-TV Sis.; 4,290,000

► WPIX (11) Free & Peters; 4,290,000

► WRCA-TV (4) NBC; NBC Spot Sis.; 4,290,000

► WATV (13) See Newark, N. J.

Rochester —

WCBF-TV (15) 6/10/53-Unknown

► WHAM-TV (5) NBC, ABC, DuM; Hollingbery;

300,000

► WHEC-TV (10) ABC, CBS; Everett-McKinney;

281,790

WRNY-TV (27) 4/2/53-Unknown
WROH (*21) 7/24/52-Unknown

► WVET-TV (10) ABC, CBS; Boiling; 281,790

Schenectady (Albany, Troy) —

► WRGB (6) ABC, CBS, NBC, DuM; NBC Spot

Sis.; 425,800

Syracuse —

► WHEN-TV (8) ABC, CBS, DuM; Katz; 361,220
WHTV (*43) 9/18/52-Unknown

► WSYR-TV (3) NBC; Harrington, Righter &

Parsons; 361,220

Utica—

► WKTV (13) ABC, CBS, NBC, DuM; Cooke;

159,100

NORTH CAROLINA

Asheville —

► WISE-TV (62) CBS, NBC; Boiling; 37,000

► WLOS-TV (13) DuM; Venard; 307,610

Chapel Hillt—

► WUNC-TV (*4) 377,350
Charlotte —

WQMC (36) See footnote (c)

► WBTV (3) CBS, ABC, NBC, DuM; CBS Spot

Sis.; 466,402

Durham —

► WTVD (11) ABC, NBC; Headley-Reed; 207,760

Fayettevillet —

WFLB-TV (18) 4/13/54-Unknown

Gastoniat —

WTVX (48) 4/7/54-Unknown
Greensboro —

► WFMY-TV (2) ABC, CBS, DuM; Harrington,

Righter & Parsons; 301,108

Greenville —

► WNCT (9) ABC, CBS, NBC, DuM; Pearson;

102,770

New Bernt —

Nathan Frank (13) 2/9/55 -Unknown

Raleigh —

► WNAO-TV (28) ABC,
Knodel; 124,440

CBS, DuM; Avery-

Washingtonf —

WITN (7) 10/27/54-Unknown
Wilmingtonf —

► WMFD-TV (6) ABC, NBC; Weed; 50,003
WTHT (3) 2/17/54-Unknown

Winston-Salem —

► WSJS-TV (12) NBC; Headley-Reed; 257.600

► WTOB-TV (26) ABC, DuM; H-R; 86,200

NORTH DAKOTA

Bismarckt —

► KFYR-TV (5) CBS, NBC, DuM; Hoag-Blair,

Blair-Tv 26,261

Fargot —

► WDAY-TV (6) ABC. CBS, NBC, DuM; Free &

Peters; 65,000

Grand Forkst —

KNOX-TV (10) 3/10/54-Unknown
Minott —

► KCJB-TV (13) ABC, CBS, NBC, DuM; Weed;

26,000

Valley Cityf—

► KXJB-TV (4) CBS, DuM; Weed; 69,981

OHIO

Akron —

► WAKR-TV (49) ABC; Weed; 174,066

Ashtabulat —

► WICA-TV (15) 116,285

Cantont —

Tri-Cities Telecasting Inc. (29) Initial Decision
11/17/54

Cincinnati —

► WCET (*48) 2,000

► WCPO-TV (9) ABC, DuM; Branham; 724,140

► WKRC-TV (12) CBS; Katz; 662,236

► WLWT (5) NBC; WLW Sis.; 525,000
WQXN-TV (54) Forjoe; 5/14/53-Unknown

Cleveland —

WERE-TV (65) 6/18/53-Unknown

► WEWS (5) ABC, DuM; Branham; 1,084,810
WHK-TV (19) 11/25/53-Unknown

► WNBK (3) NBC NBC Spot Sis.; 1,164,000

► WXEL (8) CBS; Katz; 1,089,000

Columbus —

► WBNS-TV (10) CBS; Blair; 427,239

► WLWC (4) NBC; WLW Sis.; 350,800
WOSU-TV (*34) 4/22/53-Unknown

► WTVN-TV (6) ABC, DuM; Katz; 381,451

Dayton —

► WHIO-TV (7) CBS, DuM; Hollingbery; 637.330
WIFE (22) See footnote (c)

► WLWD (2) ABC, NBC; WLW Sis.; 321,000

Elyriaf —

WEOL-TV (31) 2/11/54-Unknown
Lima —

WIMA-TV (35) Weed; 1/24/52-Unknown

► WLOK-TV (73) NBC; H-R; 71,285

Mansfieldt —

WTVG (36) 6/3/54-Unknown
Massillonf —

WMAC-TV (23) Petry; 9/4/52-Unknown
Steubenville (Wheeling, W. Va.) —

► WSTV-TV (9) CBS; Avery-Knodel 1,083,900
Toledo—

► WSPD-TV (13) ABC, CBS. NBC, DuM; Katz;

310,170

WTOH-TV (79) 10/20/54-Unknown
Youngstown —

► WFMJ-TV (21) NBC; Headley-Reed; 149,000

► WKBN-TV (27) ABC, CBS, DuM; Raymer;

148.588
Zanesville —

► WHIZ-TV (18) ABC, CBS, NBC, DuM; Pear-

son; 45,000

OKLAHOMA

Ada—

► KTEN (10) ABC; Venard; 180,000

Ardmoret —

KVSO-TV (12) 5/12/54-Unknown
Enid—

► KGEO-TV (5) ABC; Pearson; 174,780 i
Lawtont — I

► KSWO-TV (7) DuM; Pearson; 54,540
Muskogeet —

► KTVX (8) ABC, DuM; Avery-Knodel; 248,750!
Oklahoma City— i

KETA (*13) 12/2/53-Unknown
KMPT (19) See footnote (c)

► KTVQ (25) ABC; 167,381

► KWTV (9) CBS, DuM; Avery-Knodel; 256,1021

► WKY-TV (4) ABC, NBC; Katz; 313,060
Tulsa—

KCEB (23) See footnote (c)

► KOTV (6) CBS; Petry; 248,650
KSPG (17) 2/4/54-Unknown

► KVOO-TV (2) NBC; Blair; 248,000
KOED-TV (*11) 7/21/54-Unknown

Page 106 • April 4, 1955

Broadcasting

Telecasting

OREGON

Eugene—

► KVAL-TV (13) ABC, NBC, DuM; Hollingbery;

40,109

Klamath Fallst—

KFJI-TV (2) Grant; 12/2/54-Summer '55
Medford —

► KBES-TV (5) CBS; Hoag-Blair, Blair-Tv; 26,750
Portland —

► KLOR (12) ABC; Hollingbery

► KOIN-TV (6) ABC, CBS; CBS Spot Sis.;

287,400

► KPTV (27) NBC; NBC Spot Sis.; 240,806
North Pacific Tv Inc. (8) Initial Decision 6/16/54

Salemt—

KSLM-TV (3) 9/30/53-Unknown

PENNSYLVANIA

Allentownt —

► WFMZ-TV (67) Avery-Knodel; 32,000
WQCY (39) Weed; 8/12/53-Unknown

Altoona—

► WFBG-TV (10) ABC, CBS, NBC, DuM; H-R;

490,528

Bethlehem—

► WLEV-TV (51) NBC; Meeker; 89,307
Easton —

► WGLV (57) ABC, DuM; Headley-Reed; 84,915
Erie —

► WICU (12) ABC, NBC, DuM; Petry; 208,500

► WSEE (35) CBS, DuM; Avery-Knodel; 61,670

Harrisburg —

► WCMB-TV (27) Forjoe

► WHP-TV (55) CBS; Boiling; 193,002

► WTPA (71) ABC, NBC; Headley-Reed; 193,002

Hazletonf —

WAZL-TV (63) Meeker; 12/18/52-Unknown
Johnstown —

► WARD-TV (56) ABC, CBS, DuM; Weed

► WJAC-TV (6) CBS, NBC, DuM; Katz; 859,470

Lancaster —

► WGAL-TV (8) CBS, NBC, DuM; Meeker; 823,448
WWLA (21) 5/7/53-Unknown

Lebanont —

WLBR-TV (15) See footnote (c) (expects to be
back on air April 1)

New Castle —

WKST-TV (45) See footnote (c)

Philadelphia —

► WCAU-TV (10) CBS; CBS Spot Sis.; 1,904,946

► WFIL-TV (6) ABC, DuM; Blair; 2,043,972

► WPTZ (3) NBC; Free & Peters; 2,035,222

Pittsburgh —

► KDKA-TV (2) CBS, NBC, DuM; Free & Peters;

1,134,110

► WENS (16) ABC, CBS, NBC; Petry; 425,000
WKJF-TV (53) See footnote (c)

► WQED (*13)

WTVQ (47) Headley-Reed; 12/23/52-Unknown
Reading —

► WEETJ-TV (33) ABC, NBC; Headley-Reed;

95,000

► WHUM-TV (61) CBS; H-R; 219,370
Scranton —

► WARM-TV (16) ABC; Hollingbery; 200,000

► WGBI-TV (22) CBS; Blair; 210,000

► WTVU (73) Everett-McKinney; 250,000
Sunburyf —

WROK-TV (38) 2/9/55-Unknown
Wilkes-Barre —

► WBRE-TV (28) NBC; Headley-Reed; 235,000

► WILK-TV (34) ABC, DuM; Avery-Knodel;

250,000
Williamsportt —

WEAK-TV (36) Everett-McKinney; 11/13/52-

Fall '55
York—

► WNOW-TV (49) DuM; Forjoe; 87,400

► WSBA-TV (43) ABC; Young; 95,000

RHODE ISLAND

Providence —

► WJAR-TV (10) ABC, CBS, NBC, DuM; Weed;

1,404,002

► WNET (16) ABC, CBS; Raymer; 88,000

► WPRO-TV (12) Blair

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SOUTH CAROLINA

Anderson — ■

► WAIM-TV (40) CBS; Headley-Reed; 127,400
Camdent —

WACA-TV (15) 6/3/53-Unknown
Charleston — ■

► WCSC-TV (5) ABC, CBS; Free & Peters;

166,528

► WUSN-TV (2) NBC; H-R; 138,500
Columbia —

► WCOS-TV (25) ABC; Headley-Reed; 76,000

► WIS-TV (10) NBC, DuM; Free & Peters; 153,964

► WNOK-TV (67) CBS; Raymer; 78,000
Florence —

► WBTW (8) CBS, NBC, ABC, DuM; CBS Spot

Sis.; 111,340
Greenville —

► WFBC-TV (4) NBC; Weed; 315,717

► WGVL (23) ABC, DuM; H-R; 113,000

Spartanburgt —

WSPA-TV (7) CBS; Hollingbery; 11/25/53-
Unknown

SOUTH DAKOTA

Rapid Cityt —

KOTA-TV (3) 12/8/54-6/1/55

Sioux Falls —

► KELO-TV (11) ABC, CBS, NBC, DuM; Raymer;

112,387

TENNESSEE

Chattanooga —

► WDEF-TV (12) ABC, CBS, NBC, DuM; Bran-

ham; 132,219
Mountain City Tv Inc. (3) Initial Decision
7/5/54
Jacksont —

► WDXI-TV (7) CBS; Burn-Smith
Johnson City — ■

► WJHL-TV (11) ABC, CBS, NBC, DuM; Pear-

son; 129,360
Knoxville —

► WATE (6) ABC, NBC; Avery-Knodel; 103,970
WBIR-TV (10) Initial Decision 1/5/55

► WTSK-TV (26) ABC, CBS, DuM; Pearson;

101,890
Memphis —

► WHBQ-TV (13) CBS; Blair; 343,078

► WMCT (5) ABC, NBC, DuM; Branham; 343,078
WREC Broadcasting Service (3) Initial Deci-
sion 8/27/54

Nashville —

► WSIX-TV (8) ABC, DuM; Hollingbery; 234,750

► WSM-TV (4) NBC, DuM; Petry; 234,750
Old Hickory (Nashville) —

► WLAC-TV (5) CBS; Katz; 237,400

TEXAS

Abilenet — ■ _

► KRBC-TV (9) ABC, NBC, DuM; Pearson; 43,620

Amarillo —

► KFDA-TV (10) ABC, CBS; H-R; 69,933

► KGNC-TV (4) NBC, DuM; Katz; 69,933

Austin — _ „ „

► KTBC-TV (7) ABC, CBS, NBC, DuM; Raymer;

112,853
Beaumontt—

► KBMT (31) ABC, NBC, DuM; Forjoe; 40,000
KFDM-TV (6) CBS; Free & Peters; 8/4/54-

4/24/55

Bi KBST^TV (4) CBS; Pearson; 7/22/54-July '55

Corpus Christit— „ „ „„ „

► KVDO-TV (22) NBC, ABC, CBS, DuM; Young,

Brown; 38,850 . . ,„„,,„

Gulf Coast Bcstg. Co. (6) Initial Decision 6/17/54
K-SIX Tv Inc. (10) Initial Decision 1/20/55

DelllclS

KLIF-TV (29) 2/12/53-Unknown

► KRLD-TV (4) CBS; Branham; 456,000

► WFAA-TV (8) ABC, NBC, DuM; Petry; 456,000

El Paso — ,

KOKE (13) Forjoe; 3/18/54-Unknown

► KROD-TV (4) ABC, CBS, DuM; Branham;

67 585

► KTSM-TV (9) NBC; Hollingbery; 63,868

Ft. Worth— „ „ .

► WBAP-TV (5) ABC, NBC; Free & Peters;

455 000

KFJZ-TV (11) H-R; 9/17/54-Spring '55

► KGUL-TV (11) CBS; CBS Spot Sis.; 378,000
Harlingent (Brownsville, McAllen. Weslaco)—

► KGBT-TV (4) ABC, CBS, DuM; H-R; 48,215

Houston —

KNUZ-TV (39) See footnote (c)

► KPRC-TV (2) NBC; Petry; 404,500

► KTRK-TV (13) ABC, DuM; Blair; 404,500

► KUHT (*8) 300,000
KXYZ-TV (29) 6/18/53-Unknown

Longviewt — .

► KTVE (32) Forjoe; 45,628

► U KCBD^TV (11) ABC, NBC; Raymer; 78,812

► KDUB-TV (13) CBS, DuM; Avery-Knodel;

78,812

^KTRE^TV (9) NBC; Venard; 11/17/54-7/1/55
(Station will receive NBC programs from
KPRC-TV Houston but is not an NBC affili-
ate.)

► KMED-TV (2) ABC, CBS, NBC, DuM; Venard;
39,250

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PRESIDENT AND GEN. MGR., W. D. "DUB" ROGERS
GEORGE COLLIE, NAT'L. SALES MGR.

Broadcasting • Telecasting

April 4, 1955 • Page 107

Odessat —

Odessa Tv Co. (7) Initial Decision 11/18/54
San Angelo —

► KTXL-TV (8) CBS; Melville; 38,598
San Antonio —

KALA (35) 3/26/53-Unknown

KCOR-TV (41) O'Connell; 5/12/54-April '55

► KENS-TV (5) ABC, CBS, DuM; Free & Peters;

246 795

► WOAI-TV (4) ABC, NBC, DuM; Petry; 244,350
Sweetwatert —

KPAR-TV (12) CBS; Avery-Knodel; 8/26/53-
Unknown
Temple —

► KCEN-TV (6) NBC; Hollingbery; 112,975
Texarkana (also Texarkana, Ark.) —

► KCMC-TV (6) ABC, CBS, DuM; Venard; 112,440
Tylert—

KETX (19) See footnote (c)

► KLTV (7) ABC, CBS, NBC, DuM; Pearson;

80,294
Waco!—

► KANG-TV (34) CBS, ABC, DuM; Raymer;

46.965

KWTX-TV (10) Pearson; 12/1/54-4/1/55
Weslacot (Brownsville, Harlingen, McAllen) —

► KRGV-TV (5) NBC; Raymer; 48,215
Wichita Falls—

► KFDX-TV (3) ABC, NBC; Raymer; 88,430

► KWFT-TV (6) CBS, DuM; Hoag-Blair, Blair-

Tv; 89,750

UTAH

Salt Lake City —

► KSL-TV (5) CBS, DuM; CBS Spot Sis.; 170,400

► KTVT (4) NBC; Katz; 170,400

► KUTV (2) ABC; Hollingbery; 181,500

VERMONT

Montpeliert —

► WMVT (3) ABC, CBS, NBC; Weed; 121,639

VIRGINIA

Bristol! —

Appalachian Broadcasting Corp. (5) Initial
Decision 2/1/55
Danvillet —

WBTM-TV (24) See footnote (c)
Hampton (Norfolk) —

► WVEC-TV (15) NBC, DuM; Avery-Knodel;

183,000
Harrisonburg —

► WSVA-TV (3) ABC, CBS, NBC, DuM; Pearson;

104,570
Lynchburg —

► WLVA-TV (13) ABC, CBS, DuM; Hollingbery;

201,000
Newport News —

► WACH-TV (33) Walker
Norfolk —

► WTAR-TV (3) ABC, CBS, DuM; Petry; 352,962
WTOV-TV (27) See footnote (c)
Beachview Bcstg. Corp. (10) Initial Decision

12/23/54

► WVEC-TV (15) See Hampton
Petersburgt —

WVAA (8) 9/29/54-Unknown
Richmond —

WOTV (29) 12/2/53-Unknown

► WTVR (6) NBC; Blair; 484,695

Richmond Tv Corp. (12) Initial Decision 2/21/55
Roanoke —

► WSLS-TV (10) ABC, NBC; Avery-Knodel;

325,769

Times-World Corp. (7) Initial Decision 3/16/55
WASHINGTON

Bellingham —

► KVOS-TV (12) CBS, DuM; Forjoe; 158,653
Pascot —

► KEPR-TV (19) 47,567 (satellite of KIMA-TV

Yakima)
Seattle (Tacoma) —

► KING-TV (5) ABC; Blair; 422,375

► KOMO-TV (4) NBC; Hollingbery; 422,375

► KCTS (*9)

KCTL (20) 4/7/54-Unknown
Spokane —

► KHQ-TV (6) NBC; Katz; 113,360

► KREM-TV (2) ABC; Petry; 99,247

► KXLY-TV (4) CBS, DuM; Avery-Knodel;

106,992
Tacoma (Seattle) —

► KTVW (13) Barry, N. Y.; Clark, Chicago;

422 375

► KTNT-TV (11) CBS, DuM; Weed; 422,375
Vancouvert —

KVAN-TV (21) Boiling 9/25/53-Unknown
Yakima —

► KIMA-TV (29) ABC, CBS, NBC, DuM; Weed;

47.567

WEST VIRGINIA

Bluefieldt—

WHIS-TV (6) Katz; 10/29/54-Unknown
Charleston —

► WCHS-TV (8) ABC, CBS, DuM; Branham;

402,584

WKNA-TV (49) See footnote (c)
Clarksburgf —

WBLK-TV (12) Branham; 2/17/54-Spring '55
Fairmontt —

WJPB-TV (35) See footnote (c)
Huntington—

► WSAZ-TV (3) NBC, ABC; Katz; 525,265
WHTN-TV (13) 9/2/54-Spring '55

Oak Hill (Beckley)t—

► WOAY-TV (4) ABC; Pearson; 262,840
Parkersburg —

► WTAP (15) ABC, NBC, DuM; Forjoe; 35,802
Wheeling —

WLTV (51) 2/11/53-Unknown

► WTRF-TV (7) NBC, ABC; Hollingbery; 306,000

► WSTV-TV (9) See Steubenville. Ohio

Page 108 • April 4, 1955

WISCONSIN

Eau Claire —

► WEAU-TV (13) ABC, NBC, DuM; Hollingbery;

75,000
Green Bay —

► WBAY-TV (2) ABC, CBS, DuM; Weed; 210,000
WFRV-TV (5) ABC, DuM; Headley-Reed;

3/10/54-4/15/55

► WMBV-TV (11) See Marinette
La Crosset —

► WKBT (8) ABC, CBS, NBC, DuM; Raymer;

55,000
Madison —

► WHA-TV (*21)

► WKOW-TV (27) CBS; Headley-Reed; 103,000

► WMTV (33) ABC, NBC, DuM; Boiling; 75,000
Badger Television Co. (3) Initial Decision

7/31/54
Marinettet (Green Bay) —

► WMBV-TV (11) ABC, NBC; Venard; 175,000
Milwaukee —

WCAN-TV (25) See footnote (c)

► WXIX (19) CBS; CBS Spot Sis.; 393,255

► WTMJ-TV (4) NBC; Harrington, Righter &

Parsons; 764,004

► WTVW (12) ABC, DuM; Petry
Superiort (Duluth, Minn.) —

► WDSM-TV (6) CBS, DuM; Free & Peters;

101,200

► KDAL-TV (3) See Duluth, Minn.
Wausau —

► WSAU-TV (7) ABC, CBS, NBC, DuM; Meeker;

56,300

WYOMING

Cheyennet —

► KFBC-TV (5) ABC, CBS, NBC, DuM; Holling-

bery; 46,100

ALASKA

Anchorage! —

► KENI-TV (2) ABC, CBS; Weed; 15,000

► KTVA (11) NBC, DuM; Alaska Radio-Tv Sis.;

15,000
Fairbanks! —

► KFAR-TV (2) NBC, ABC, CBS; Weed

► KTVF (11) DuM; Alaska Radio-Tv Sales

HAWAII

Hilot—

KHBC-TV (9) 1/19/55-Unknown (granted STA
March 14)
Honolulu! —

► KGMB-TV (9) CBS; Free & Peters; 65,000

► KONA (11) NBC; NBC Spot Sis.; 69,000

► KULA-TV (4) ABC, DuM; Young; 69,000
Wailuku!—

KMAU (3) 1/19/55-Unknown

PUERTO RICO

Mayaguez! —

Radio Americas Corp. (5) 1/27/55-Unknown
San Juan! —

► WAPA-TV (4) ABC, NBC, DuM; Caribbean

Networks; 43,345

► WKAQ-TV (2) CBS; Inter-American; 65,000
Dept. of Education of Puerto Rico (*6) 2/2/55-

Unknown

CANADA

Calgary, Alta.—

► CHCT-TV (2) CBC; All-Canada, Weed; 13,000
Edmonton, Alta. —

► CFRN-TV (3) CBC; Radio Rep., Young; 15,000
Halifax, N. S.t—

► CBHT (3) CBC, CBS
Hamilton, Ont.—

► CHCH-TV (11) CBC, CBS, NBC; All-Canada,

Young; 120,000
Kingston, Ont.! —

► CKWS-TV (11) Weed; 30,000
Kitchener, Ont. —

► CKCO-TV (13) CBC; Hardy, Weed; 102,000
London, Ont. —

► CFPL-TV (10) CBC, ABC, CBS, NBC, DuM;

All-Canada, Weed; 95,000

► CBFT (2) CBC French; CBC; 221,216

► CBMT (6) CBC; CBC; 221,216
Ottawa, Ont. —

► CBOT (4) CBC; CBC; 38,500
Port Arthur, Ont. —

► CFPA-TV (2) CBC; All-Canada, Weed; 6,000
Quebec City, Que. —

► CFCM-TV (4) CBC; Hardy, Weed; 28,500
Regina, Sask.! —

► CKCK-TV (2) CBC, CBS; All-Canada, Weed;

15,000
Rimouski, Que.! —

► CJBR-TV (3) CBC; Stovin, Young; 7,000
St. John, N. B.!—

► CHSJ-TV (4) CBC; All-Canada, Weed; 22,638
Saskatoon, Sask.! —

► CFQC-TV (8) CBC; Radio Rep., Young; 11,000
Sault Ste. Marie, Ont.!—

► CJIC-TV (2) CBS; CBC; Weed; 5,000
Sudbury, Ont.!—

► CKSO-TV (5) CBC, ABC. CBS, NBC; All-

Canada, Weed; 14,545
Sydney, N. S.!—

► CJCB-TV (4) Weed; 17,426
Toronto, Ont. —

► CBLT (9) CBC, ABC, CBS, NBC, DuM; CBC;

280,000
Vancouver, B. C.t —

► CBUT (2) CBC; CBC; 30,000
Windsor. Ont. (Detroit, Mich.) —

► CKLW-TV (9) CBC, DuM; Young; 1,496,000
Winnipeg, Man.! —

► CBWT (4) CBC; CBC; 5,000

MEXICO

Juarez! (El Paso, Tex.)—

► XEJ-TV (5) National Time Sales; 51,481
Tijuana! (San Diego) —

► XETV (6) Weed; 296,402

UPCOMING

APRIL

April 4: RAB Clinic, Billings, Mont.

April 5: RAB Clinic, Boise, Idaho.

April 6: RAB Clinic, Portland, Ore.

April 7: RAB Clinic, Spokane, Wash.

April 8: RAB Clinic, Seattle, Wash.

April 8-9: Alabama Broadcasters Assn. meeting,
Whitney Hotel, Montgomery.

April 11; Washington State Assn. of Broadcasters
meeting, Seattle.

April 12: NARTB Tv Board, NARTB Headquar-
ters, Washington. _

April 13-15: National Federation of Adv. Agen-
cies Inc. meeting, Escape Hotel, Ft. Lauderdale,
Fla.

April 15: Board of Governors, Canadian Broad-
casting Corp., Parliament Bldgs., Ottawa.

April 15: Deadline, Nominations for Advertising
Hall of Fame, New York.

April 15: Nebraska Broadcasters Assn. meeting,
Hotel Madison, Norfolk.

April 15: BMI Clinic, Skirvin Hotel, Oklahoma
City.

April 15-16: Spring Technical Conference, Cin-
cinnati section of Institute of Radio Engineers,
Engineering Society of Cincinnati Bldg.

April 17: BMI Clinic, Hotel Samar, Salina. Kan.

April 17: Kansas Assn. of Radio Broadcasters
meeting, Hotel Samer, Salina.

April 17-22: Inside Advertising Week, Hotel Bilt-
more, New York.

April 18: New York State Assn. of Radio &
Television Broadcasters meeting, Utica.

April 18: RAB Clinic, Milwaukee.

April 18: BMI Clinic, Hotel Utica, Utica, N. Y.

April 18-21: National Premium Buyers' Exposi-
tion, Navy Pier, Chicago.

April 19: RAB Clinic, Grand Rapids, Mich.

April 19-23: Society of Motion Picture & Televi-
sion Engineers, Drake Hotel, Chicago.

April 20: Peabody Award presentation, Hotel
Roosevelt, N. Y.

April 20: CBS Inc. stockholders meeting.

April 20: RAB Clinic, Detroit.

April 20: BMI Clinic, Hotel Somerset, Boston.

April 21: RAB Clinic, Cleveland.

April 21-23: American Assn. of Adv. Agencies an-
nual meeting and dinner, Boco Raton Hotel and
Club, Boca Raton, Florida.

April 21-23: Southern California Adv. Agencies
Assn. meeting, El Mirador Hotel, Palm Springs,
Calif.

April 22: BMI Clinic, Bangor House, Bangor, Me.

April 22: RAB Clinic, Cincinnati.

April 25: Texas Assn. of Broadcasters meeting,

Gunter Hotel, San Antonio.
April 28-29: Pennsylvania Assn. of Broadcasters

meeting, Bedford Springs Hotel, Bedford.

MAY

May 2: Deadline applications, Weed Broadcasting
Scholarship, Iowa State College, Ames.

May 2: RAB Clinic, Chicago.

May 3: RAB Clinic, Peoria, 111.

May 4: RAB Clinic, Louisville, Ky.

May 5: RAB Clinic, Indianapolis, Ind.

May 5-8: American Women in Radio & Televi-
sion Annual Convention, Drake Hotel, Chicago.

May 6: RAB Clinic, Fort Wayne, Ind.

May 15: Deadline Applications WAAM Television
Fellowship, Johns Hopkins U., Baltimore.

May 16: RAB Clinic, Trenton, N. J.

May 16-17: Chicago Tribune Forum on Distribu-
tion and Advertising, WGN studio, Chicago.

May 17: RAB Cilinic, Philadelphia.

May 18: RAB Clinic, Pittsburgh.

May 19: RAB Clinic, Buffalo, N. Y.

May 20: RAB Clinic, Syracuse, N. Y.

May 22-26; NARTB .Convention, Shoreham and
Sheraton-Park hotels, Washington.

May 22: Radio Pioneers Banquet, Washington.

May 31: Deadline, Fund for the Republic Tele-
vision Awards (script contest), New York.

May 31: RAB Clinic, St. Louis.

(RAB Clinics are scheduled through Nov. 18.)

JUNE

June 1: RAB Clinic, Wichita, Kan.
June 2: RAB Clinic, Denver.
June 3: RAB Clinic, Salt Lake City.
June 6-8: National Community Tv Assn. conven-
tion, Park Sheraton Hotel. New York.

June 13: BMI Clinic, Turf Club, Twin Falls,
Idaho.

June 13: RAB Clinic, New York.

June 14: BMI Clinic, Rainbow Hotel, Great Falls,
Mont.

June 14: RAB Clinic, Hartford, Conn.
June 15 : BMI Clinic, Hotel Utah, Salt Lake City.
June 15: RAB Clinic, Boston.
June 16: RAB Clinic, Manchester, N. H.
June 17: BMI Clinic, Hotel Denver, Glenwood
Springs, Colo.

June 17: BMI Clinic, Edgewater Beach Hotel, De-
troit Lakes, Minn.

June 17: RAB Clinic, Bangor, Me.

June 17-18: Colorado Broadcasters Assn. meeting,
Denver Hotel, Glenwood Spring.

June 20-22: National Assn. of Tv & Radio Farm
Directors meeting, Washington.

Broadcasting • Telecasting

ON THE DOTTED LINE

CONTRACT to sponsor Dodge News Final five nights a week on WLAC-TV Nashville is
agreed to by the Dodge Dealers of Middle Tennessee. Signing the pact is Jim Brady,
Jim Brady Motor Co., McMinnville, chairman of the group's advertising committee. With
him are (I to r): John O'Connor, Dodge representative; Ray Bauer, Dodge district man-
ager; Mack Sawyer, Cumberland Motor Co., Nashville (world's oldest Dodge franchise);
T. B. Baker Jr., WLAC-TV Inc. executive vice president and general manager; W. W.
(Bill) Walker, WLAC-TV commercial manager, and Loy G. Hardcastle, Hardcastle Motor
Co., Franklin, advertising committee member.

COMPLETING arrangements between
WVJS Owensboro, Ky., and Green River
R.E.A. (appliance division), for 52-week
sponsorship of A Chat With Jack McClure,
featuring County Agent Jack McClure, are
(I to r): seated, Mr. McClure and J. R.
Miller, R.E.A. manager, and (standing),
Leola C. Hayden, WVJS promotion man-
ager-salesman, and Elton Dawson, de-
partment manager for the appliance di-
vision. The station believes that the con-
tract may represent the first on-the-air
sponsorship of a county agent.

June 20- July 1: WSM-Peabody College Radio-Tv
Workshop, Nashville, Tenn.

June 26-29: Adv. Assn. of the West convention,
Portland, Ore.

June 27: RAB Clinic, Bismarck, N. D.

June 27-30: Western Assn. of Broadcasters (Cana-
dian) convention, Jasper Park Lodge, Jasper,
Alberta.

June 28: RAB Clinic, Minneapolis.
June 29: RAB Clinic, Omaha, Neb.
June 30: RAB Clinic, Des Moines, Iowa.

JULY

July 11-31: Institute in Live & Filmed Tv, U. of
Miami, Coral Gables, Fla.

AUGUST

Aug. 1-9: Educational Television Workshop, Mich-
igan State College, East Lansing.

SEPTEMBER

Sept. 12-14: CBS Radio Affiliates meeting, Detroit.

Broadcasting • Telecasting

AMERITONE's first tv contract, calling for
thirteen 75-minute feature films on KRCA
(TV) Hollywood., is signed by (I to r) Beep
Roberts, station account executive; Victor
Schneider, executive, Vi-Cly Industries
Inc. (manufacturers of Ameritone Vinyl-
Bond Paint), and Harold Dreyfus, presi-
dent, Dreyfus Co., Los Angeles agency.

THE JIM BURKE Buick Co. completes ne-
gotiations with WBRC-TV Birmingham,
Ala., to sponsor Million Dollar Movie, Sun-
days, 10 to 11:30 p.m., for 52 weeks, ef-
fective immediately. L to r: Oliver Naylor,
WBRC-TV general sales manager; Mr.
Burke; Tom Whitley, WBRC-TV account
executive, and J. Robert Kerns, station
vice president-managing director.

THE ROYAL CROWN Bottling Co., New-
ark, N. J., will sponsor the Ames Brothers
in a 15-minute musical show beginning
April 1 on WABD (TV) New York. At the
signing are (I to r): seated, Eugene F.
Donnelly, RC executive vice president;
George L. BarenBregge, WABD general
manager; standing, William T. Blair, RC
advertising manager, and Perry Frank,
WABD sales staff.

BROADCASTING
TELECASTING

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name title/ position

company name

address

city zone state

April 4, 1955 • Page 109

editorials

Juvenile Jury

IT WAS just about four years ago that Sen. Estes Kefauver be-
came the first politician to star on television. With a slight strain
of the memory it is possible to recall that a minor Kefauver-for-
President boom followed his sudden exposure as the righteous and
relentless ringmaster of the Senate crime committee hearings of
1951.

One finds it hard to suppress the suspicion that Mr. Kefauver
hopes to do it all again — this time, he presumably hopes, with more
success. The national political conventions are to be held next
year. This week he will begin a new round of hearings on a subject
of popular interest.

He is chairman of the Senate Juvenile Delinquency Subcom-
mittee, which has $125,000 to spend. His first big order of busi-
ness will be to spend part of it on public hearings to investigate
the effects of television programming on juvenile crime.

At this stage, the projected hearings do not seem to promise
the intense drama and occasional, if unintentional, comedy of Mr.
Kefauver's first big production. It is doubtful that there will be
witnesses as fascinating as, say, Frank Costello, the shy gangster,
or Virginia Hill, who testified to "trysts," as the tabloids of the
times called them, with such practiced trysters as Bugsy Siegel,
the late West Coast director of Murder Inc.

The Senator will indeed have difficulty in assembling another
cast like that. But he is a resourceful man, and undoubtedly a
hungry one after nearly four lean years without much attention
from the public. He can be counted on to get as much excite-
ment out of juvenile delinquency as juvenile delinquents themselves.
Somewhere, we cannot help thinking, he has hidden a junior Frank
Costello, a mere slip of a Virginia Hill, who await his cue to come
rushing with their eye-popping stories to the cameras and the
microphones.

Certainly the cameras and microphones will be there, if Sen.
Kefauver has to lug them in himself. He already has hinted that
his committee would never be one to ban coverage by radio and
television. The principle of admitting radio-tv to public hearings
is, of course, sound. The Senator is to be commended for adhering
to that principle.

In this case, broadcasters are in a rather ticklish position, since
it is they, in a sense, who will be on trial at the very hearing which
they have been invited to cover. It is to be hoped, however, that
they are not frightened into overplaying Mr. Kefauver's show.

To be sure, they cannot ignore it in their newscasts. They are
not, however, under compulsion to rebuild the Senator into a can-
didate for the Democratic Presidential nomination in 1956 — not
even if he produces from the wings a whole mob of wee hoodlums.

Dollars for Football

FOLLOWERS of the history of college football television last
week got the impression that this was where they came in. NBC
bought, for a reported $1.3 million, the television rights to the
seven "national" games which the National Collegiate Athletic Assn.
will permit to be telecast this year.

Last year ABC paid roughly $4 million for the right to tele-
cast 13 games, and lost its shirt. It is not to criticize NBC, which
won the rights by competitive bidding, to say that the price is still
ridiculous. What is worse, the system is still ridiculous too.

The new NCAA football tv plan represents a slight concession
to the regional interests of its members, but it is still a long way
from the unrestricted television that must eventually come.

It is still, in short, rigidly controlled programming, with the
NCAA continuing to act as a central authority of great power.

The original NCAA control formula was based on panicky
predictions that tv would demolish the gate receipts needed to
support high-pressure football. Through a curious logic foreign
to classroom teachings, the fears were soon accepted as facts on

the basis of inadequate and inconclusive research that reflected
the drama of tv's arrival in many communities.

College officials committed another pedagogical blunder when
they refused to recognize the conclusive research data in the
Jerry Jordan studies, which used gate receipts to show how
entrance of tv in an area sets up a "honeymoon" period after
which people go back to normal living habits — and normal sta-
dium attendance. They compounded their blunder by maneuver-
ing research data to yield conclusions not justified by the field
findings.

In the long run, the NCAA will have to relinquish its tight con-
trol and let its members decide their television futures for them-
selves — that is, if the cherished academic freedom of American
universities and colleges is not to be barred at the stadium gate.

Network 'Studies'; Uptown & Downtown

SOME semblance of orderly procedure seems to be emerging |
from the confusion precipitated by the Plotkin and Jones re-
ports stemming from the overall television situation.

It looks as though the FCC, after all, will get funds to conduct
its own "study" of networks, now that the House has approved an
$80,000 special appropriation ear-marked for this purpose. The
Senate Commerce Committee proposes to spend a substantial part !
of its $200,000 budget for an overall "study" looking toward up- ij
dating of the Communications Act to fit present conditions, which M
were undreamed of in 1934 when the Act became law.

The FCC, of course, still has to hurdle the Senate on its ap-
propriation, but since much of that which it hopes to develop will M
be of basic value to the Magnuson Committee, approval should be w
forthcoming. The FCC for several years has asked Congress to ';'
give it additional funds for this special study, but has been stopped 9,
by the House, in which appropriations originate.

Once the FCC gets money, it will be in a position to chart its
course. At that time, it is evident, it should consult the Magnuson
Committee on the scope of its activity, so that the Committee's J
special staff will not duplicate this work, and concentrate on those
matters not otherwise covered.

The FCC is an expert body. It is an arm of the legislative
branch — a point made repeatedly by Chairman Magnuson and his !
predecessors and subscribed to by FCC's new chairman, George m
C. McConnaughey. The extent to which the Senate Committee, 9
which has many other things to do, involves itself in a grass-roots
inquiry into the network-tv field, will depend in large measure I
upon how well the FCC does its job, assuming, of course, that the
Senate concurs in giving it the funds. (\

Page 110 • April 4, 1955

Broadcasting • Telecasting

AN EXPERT SHOW...

because all the stars are experts

HOMEMAKERS

Each personality on "The Homemakers" is an expert in her
own fie d chosen for this show because she is an IZ t tZ
bnngs talent, knowledge and entertainment to thoCndTo
housewives m the WBAL-TV audience

WtreJdlT 11 F f day ' 1:30 t0 2:00 PM ' ■ • wh *t ho-wife
m t ready to relax at this hour? It's lunch time the tine
they srt down for an hour and treat themselves to ^
more about everything that interests them most *
Known as the Women's Magazine of the Air, "The Home
makers' combine all the factors usually found ln ™
different magazines. It's a 30 minute fL

^g d to e hi" £7!? f memakerS " * b ^ed by merchandis-

Z£2£ rokers> appIiance distribut - a " d —

NBC AFFILIATE • TELEVISION BALTIMORE

Nationally Represented by
EDWARD PETRY & CO.

WBAL-TV

X '

MARY LANDIS
Cooking Expert

This culinary gen-
ious stresses variety
in meals. Her fam-
ous recipes have
been collected on
her travels through-
out the world.

MOLUE MARTIN
Homemaking Expert

Inspiring and
friendly Mollie
brings amazing new
interests to all
housewives plus
most intriguing
interviews.

BOB JONES
Expert Announcer

Bob adds continuity
from one set to
another . . . keeps
the show moving
When he does a
commercial, he sells

BUT GOOD!

SOME GIRLS from an agency named
X were blowing feathers at a coffee
break, each telling the others what
a wonderful time buyer she was.

"I got the fattest slide rule in the
business," said Bettv. "I figure if a
rate per thousand doesn't figure, it
doesn't figure."

"Listen, sweetheart," put in Sue,
"if that's what you want, there's a
station in Iowa. . . ."

"No commercials," broke in
Carol. "I follow the ratings. You
can't never go wrong with an audi-
ence, especially if there's a man in
it, I always say."

"Audience! You can't hardly beat
this eastern Iowa audience. And
it's not only bi-sexual. It's bi-source-
ful— farm and industrial," said Sue.

"What about buying power?"
asked a fourth lady. "And signal
strength? What about coverage
and set count? You can't just deep-
freeze them."

"They're thawed, honey. Do you
know that WMT-TV, repped by
Katz, reaches a potential quarter
million homes with regional and
CBS jewels?" chimed in Sue.

"Nope— and I don't give a damn.
Sav, how come you're so high on
this WMT-TV?"

"It's my passion for truth, dearie.
Besides, who do you think is paying
for this ad?"

APRIL 11, 1955

35c PER COPY

TELECASTING

Complete Index
Page 10

he Pay-See Cauldron
Begins to Boil
Page 31

Cory Sues Revlon,
Weinrraub, CBS
Page 33

Republic May Film
For Tv Exclusively
Page 42

Tv Research Urged
t Del inquency Probe
Page 79

Radio-Active Homemakets !

Radio is truly the housewife's constant companion . . . because Radio alone
permits her to work and listen too.

As she goes about her daily chores, she listens in the kitchen, in the
living room, in the bedroom — in fact, throughout the house.
And she's listening even more this year than last.

And, Spot Radio turns Radio-Active homemakers into customers for advertisers.

EATURE SECTION

Begins on Page 63

HE NEWSWEEKLY
f f RADIO AND TV

WSB

WFAA"

KOA

WIKK

KPRC*

WJIM

KARK
KABC

Atlanta

/Dallas \
\Ft. Worth/

Denver

Erie

Houston

Lansing

Little Rock
Los Angeles

NBC

NBC
ABC

NBC
NBC
NBC
/NBC
\ABC
NBC
ABC

KSTP

WABC

WTAR

WIP

WRNL

WOAI*

KFMB

KGO

/Minneapolis! NBC
\St. Paul J

New York
Norfolk
Philadelphia
Richmond
San Antonio
San Diego

ABC
CBS
MBS
ABC
NBC
CBS

San Francisco ABC

KMA Shenandoah ABC

(Iowa)

KTBS Shreveport NBC

KVOO Tulsa NBC

ABC Pacific Radio

Regional Network

"Also represented as key
stations of the
TEXAS QUALITY NETWORK

EDWARD PETRY & CO., ivc .

NEW YORK • CHICAGO • LOS ANGELES

DETROIT

ST. LOUIS

SAN FRANCISCO

ATLANTA

COLGATE-PALMOLIVE COMPANY

^raditionatty in tke public C^on^idi

evice

Colgate-Palmolive's top position in a highly competitive field is a
mark o£ consumer confidence. A confidence built and maintained by
years of continuing research and experience in producing quality
products that give maximum results. In the field of broadcasting
and telecasting, quality pays off in results. Havens 8c Martin, Inc., Stations
provide a variety of programs of superior quality developed by years
of first-hand experience in serving a loyal and responsive audience in
one of the South's richest areas. Join with confidence the growing
list of advertisers who convert vast audiences into sales over the First Stations
of Virginia, WMBG-AM, WCOD-FM and WTVR-TV-Richmond's

only complete broadcasting institution.

PIONEER NBC OUTtETS FOR VIRGINIA'S FIRST MARKET

WMBG am WCOD ™ WTVRtv

MAXIMUM POWER 100,000 WATTS • MAXIMUM HEIGHT 1049 FEET

WTVR Represented Nationally by BLAIR TV, INC.
WMBG Represented Nationally by THE BOLLING CO.

'RE PROUD OF OUR SHARE
THE TEXAS GULF COAST

and too — we're
proud that
KGUL-TV s

audience grows
and grows

The Houston-Galveston Area
A. R. B. for February 1955
also shows that KGUL-TV is
consistently increasing its au-
dience for more programs
than either of the other two
stations in the area.

Comparison of February 1955

Quarter Hour Increases (5 p.m.-12:00 p.m.)

with

October '54

January

140

138

G
U

105

G
U

Station

*for example

6 AND 6:30 P.M.
KGUL-TV HAS 64.4%
OF THE AUDIENCE

MONDAY THRU SATURDAY

(A.R.B. February 1955
For Houston-Galveston Area)

HOUSTON

• GALVESTON

KGUL-TV and only one other
station on the air
in October

Beat Bat/ w/lekaA

GULF TE LEVISION COMPANY
i GULF

REPRESENTED NATIONALLY BY CBS TELEVISION SPOT SALES

GALVESTO N
CHANNEL

d / ng / OWs kewevt . . . and growing all the time

day, there have been many happy returns for both viewers and advertisers.
In six years' time, WGAL-TV has grown from a pioneer in the
field of television to a vital and dominant public-service force. Still growing,
WGAL-TV enters its seventh year with a pledge to continue to give
its viewers, its abundant area and its advertisers many happy returns.

On March 18, 1949, WGAL-TV televised its first show. Since that

WGAL-TV

LANCASTER, PA. NBC • CBS • DUMONT

STEINMAN STATION
Clair McCollough, Pres.

Representatives

MEEKER TV, Inc.

New York Los Angeles

Chicago San Francisco

Page 4 • April 11, 1955

Broadcasting

closed circuit

FEWER CHIEFS, MORE INDIANS •

Now that NARTB has telescoped its 17
district meetings into eight regional con-
ferences, movement is afoot to reduce
size of NARTB board by eliminating all
17 district directors. Project, however,

I is not scheduled for consideration at an-
nual convention next month. View ad-
vanced is that board, with overall mem-
bership of 41, is too unwieldy and that
association might revert to variation of old
system of having clear channel, medium
station and small station directors, plus

| tv and fm directors.

B»T

WLW Cincinnati, pre-eminent clear chan-
nel station, may soon appoint national
sales representative for radio and perhaps
tv. WLW now maintains its own sales
offices in New York and Chicago for both
radio and tv but is represented in Detroit
and on West Coast by NBC Spot Sales
for both services (Crosley, in turn, repre-
sents NBC owned and operated stations in
Cincinnati, Dayton and Columbus.) Move
presumably would entail transfer of Carlos
I Franco, general sales manager in New
I York, to Cincinnati headquarters as well
as shift of Chicago personnel.

B»T

SUBSCRIPTION STUDY • Louis Haus-
man, staff vice president of CBS Inc., re-
| cently promoted from CBS-Columbia to
20th floor echelon, is heading subscription
tv task force as special project. Initial
study of toll tv was undertaken months
ago by Sidney Alexander, economic ad-
visor to CBS President Frank Stanton, and
Hausman-directed project is in prepara-
tion for preliminary FCC proceeding next
month. (For status report on toll tv issue,
see page 31.)

B»T

CLOSED MEETINGS in New York last
week with AT&T Long Lines executives
and special NARTB committee on rates
reportedly revealed that AT&T and asso-
ciated companies are realizing some return
on coaxial cable and microwave relays
but apparently below usual common car-
rier profit margin. Heading AT&T group

\ in conversations are: R. L. Helmreich, di-
rector of operations, Long Lines Dept.;
H. I. Romnes, chief engineer — operations;
and Frank A. Cowan, assistant director of
operations — engineering, Long Lines Dept.
NARTB subcommittee includes Richard
Salant, CBS Inc. vice president; Chris
Witting, president, Westinghouse Broad-
casting Co., and W. D. (Dub) Rogers,
KDUB-TV Lubbock, Tex., but number of
other station and network engineering
executives have participated. Report of
committee will be submitted to NARTB

j convention next month.

B»T

DAYTIME FILMS • Details of new day-
time tv program plan whereby stations run

filmed programs once without payment,
receiving films and all rerun rights in ex-
change, to be outlined tomorrow (Tues-
day) by Harry Trenner, president, newly
formed Station Film Library Inc., at news
conference in New York. First presenta-
tion of plan in selected markets under-
stood to have produced good station re-
sponse.

B»T

MBS understood to be screening execu-
tives for national sales manager post. Vice
presidency probably would be attached to
job.

B»T

TABLE TALKS • Cross-section of tv
broadcasters affiliated with all networks
will meet with Senate Majority Leader
Lyndon B. Johnson (D-Tex.) at luncheon
in Washington next Tuesday, April 19,
and hold forth with members of FCC at
dinner session same evening. Group
sparked by P. A. (Buddy) Sugg, WKY-TV
Oklahoma City, presumably will advance
affiliates' view toward tv network situa-
tion, underscoring necessity of networks
in light of both Congressional and FCC
"studies". In addition to Chairman Sugg,
group includes: Walter J. Damm, WTMJ-
TV Milwaukee; James D. Shouse, Crosley;
Jack Harris, KPRC-TV Houston; David
M. Baltimore, WB RE-TV Wilkes-Barre;
A. H. Kirchhofer, WBEN-TV Buffalo;
Charles H. Crutchfield, Jefferson Stand-
ard Broadcasting Co., Charlotte, N. C;
L. H. (Bud) Rogers II, WSAZ-TV Hunt-
ington, W. Va.; Edwin K. Wheeler, WWJ-
TV Detroit; Victor A. Sholis, WHAS-TV
Louisville, and Harold See, KRON-TV
San Francisco.

B»T

THAT hitherto undisclosed Procter &
Gamble product placing radio-tv spot cam-
paign effective April 18 in about 75 mar-
kets [B»T, April 4] is Golden Fluffo. Short-
ening has been using spot in several mar-
kets but will expand coverage to promote
its yellow color. Biow-Beirn-Toigo, New
York, is agency.

B»T

BLUE NOTES • There's nothing on
NARTB's convention agenda yet, but May
meeting is bound to take up, at some point,
increasingly difficult problem of how to
cope with off-color recordings that flood
stations. Hot discs usually are fed to disc
jockeys who slip same by station reception-
ists. Even most severe station discipline
can't remove danger of risque numbers.

B»T

IMMINENT retirement of Col. Edwin
L. White, chief of FCC Safety & Special
Radio Services Bureau (see page 98),
after 33 years of government service, may
be forerunner of number of top level staff
changes in FCC. There's prospect that
Curtis B. Plummer, chief of Broadcast
Bureau and former chief engineer, who

is expert in aeronautical and safety field,
may take over Col. White's post. Who
will head important Broadcast Bureau is
problematical but there's considerable sen-
timent in favor of John J. FitzGerald, who
has carried load in Opinions & Review.

B»T

SPOT SPREAD • Contrary to most sales-
manship concepts, NBC Radio in its new
Monitor series is willing to say flatly to
advertisers: "Don't buy one or two-time
shots with Monitor." NBC figures series of
announcements, spread over weekend, will
produce maximum results (see page 52).

B»T

WITH INITIAL decisions on comparative
hearing cases involving tv approaching
point of being current, FCC may shortly
transfer number of staff attorneys to Opin-
ions & Review staff, which writes final
decisions for FCC, to eliminate bottle-
neck there. Ten attorneys are in O&R
branch under Chief John L. FitzGerald,
who took over last fall. Since last Dec.
9, when James D. Cunningham became
chief examiner, 15 tv initial decisions have
been issued.

B»T

HIS HONOR • J. Patrick Beacom, owner
of WVVW Fairmont, W. Va. and of sus-
pended WJPB-TV (ch. 35), is candidate
for mayor of Fairmont, and, according to
reports, is shoo-in May 1. He served two
terms in West Virginia legislature.

B»T

WHILE headquarters of Westinghouse
Broadcasting Co. move next month to
New York (space has been leased in Chanin
Bldg., 122 E. 42nd), Joseph E. Baudino,
executive vice president, and his immedi-
ate staff will remain in Washington to
cover regulatory front. Operating direc-
tion of WBC stations has been assigned by
President Chris Witting to Don McGan-
non, who joined WBC three months ago,
after having served in second slot at Du-
Mont Network. Mr. McGannon was
elected to WBC board last month.

B»T

AWARDS FOR COMMERCIALS •

Trade-wide survey has been instituted by
Sam Shain, editor of Space & Time (In-
side Advertising) on attitude toward awards
for radio and tv commercials. Comments
range from "too many awards now" to
all out support. "Handle with care" ad-
monition underscores most attitudes.

B»T

WALL STREET JOURNAL, which caught
merry ned from many broadcasters and
Station Representatives Assn. because of
its March 21 lead story headlined "Fad-
ing Radio," is now going to do follow-up
on what goes in non-network radio. Num-
ber of important stations over country
have been asked for comments, and Joseph
M. Guilfoyle, who authored March 21
piece, is motorman on follow-up job, too.

Broadcasting • Telecasting

April 11, 1955 • Page 5

There's unanimity in Kansas City:

No matter how you count the audience
the no. 1 station is

HERE IS THE WHB
LEADERSHIP LINE-UP:
FIRST PLACE— HOOPER

Average share of audience, 7 a.m. -6 p.m.
Mon.-Sat., Jan.-Feb., 1955
FIRST PLACE— TRENDEX

Average share of audience, 8 a.m.-6 p.m.
Mon.-Fri., Jan.-Feb., 1955
FIRST PLACE— PULSE

Average share of audience, 6 a.m.-6 p.m.
Mon.-Sat., Jan.-Feb., 1955

-CONTINENT BROADCASTING COMPANY

President: Todd Storz

KOWH, Omaha

Represented by
H-R Reps, Inc.

10,000 WATTS, 710 KC

This is what Mid-Continent programming,
ideas and excitement have achieved for
WHB! All three national surveys— PULSE,
HOOPER, TRENDEX— give WHB the top
daytime spot with ratings as high as 48.9%
(Hooper). So no matter which ratings you
buy by, your best Kansas City buy is WHB.
Talk to the man from Blair or WHB General
Manager, George W. Armstrong.

WTIX, New Orleans

Represented by
Adam J. Young, Jr.

WHB, Kansas City

Represented by
John Blair & Co.

Page 6 • April 11, 1955

Broadcasting

Telecasting

at deadline

Fourteen Directors Elected
To NARTB Radio Board

FOURTEEN places on NARTB Radio Board
filled, effective with May convention, in elec-
tion process completed Friday, according to
C. E. Arney Jr., secretary-treasurer.

Directors elected in odd-numbered districts
follow:

I — Herbert L. Krueger, WTAG Worcester,
Mass., re-elected.

3 — George H. Clinton, WPAR Parkersburg,
W. Va., re-elected.

5 — Owen F. Uridge, WQAM Miami, replac-
ing John Fulton, WQXI Atlanta.

7 — Robert T. Mason, WMRN Marion, Ohio,
replacing F. Ernest Lackey, WHOP Hopkins-
ville, Ky. (elected as small station director).

9_William Holm, WLPO LaSalle, 111. (un-
opposed), replacing Hugh K. Boice Jr., WEMP
Milwaukee.

II — F. E. Fitzsimmonds, KFYR Bismarck,
N. D., re-elected.

13 — Alex Keese, WFAA Dallas, replacing
Kenyon Brown, KWFT Wichita Falls, Tex.

15— William D. Pabst, KFRC San Francisco,
re-elected.

17— Richard M. Brown, KPOJ Portland,
Ore., re-elected.

Large Stations — John M. Outler Jr., WSB
Atlanta (two years, most votes), and John F.
Patt, WJR Detroit (one year), replacing John
H. DeWitt Jr., WSM Nashville, and Martin B.
Campbell, WFAA Dallas (resigned).

Medium Stations— Cecil B. Hoskins, WWNC
Asheville, N. C, replacing G. Richard Shafto,
WIS Columbia, S. C.

Small Stations— F. Ernest Lackey, WHOP
Hopkinsville, Ky., replacing Edgar Kobak,
WTWA Thomson, Ga.

Fm Stations— Edward A. Wheeler, WEAW-
FM Evanston, 111., replacing Ben Strouse,
WWDC-FM Washington.

Regional Meeting Schedule
Of NARTB Opens Sept. 19

NEW schedule of eight NARTB regional meet-
ings, replacing 17 district meetings, set up Fri-
day by C. E. Arney Jr., secretary-treasurer.
Itinerary gives members of NARTB traveling
party and "flea circus" time to return to home
offices between meetings. Schedule follows:

Region 4 (Dist. 7, 8,

9, Ky., Ohio, Ind.,

Mich., 111., Wis.)
Region 1 (Dist. 1, 2,

New England States,

N. Y.. N. J.)
Region 3 (Dist. 5, 6,

Fla., Ga., Ala., Miss.,

La., Ark., Tenn.,

Puerto Rico)
Region 2 (Dist. 3, 4,

Pa., Del., Md., W.

Va., D. C. Va.,

N. C, S. C.)
Region 8 (Dist. 15, 16,

17, Wash., Ore.,

Calif., Nev., Ariz.,

Hawaii, Alaska)
Region 7 (Dist. 14,

N. M., Colo., Utah,

Wyo., Idaho, Mont.,

Western S. D.)
Region 5 (Dist. 10, 11,

Minn., N. D., East-
ern S. D., Iowa,

Neb., Mo.)
Region 6 (Dist. 12, 13,

Kan., Okla., Tex.)

Sept.
19-21

Sept.
21-23

Sept.
26-28

Oct.
12-14

Oct.
24-26

Nov.
1-3

Nov.
7-9

Edgewater
Beach Hotel,
Chicago
Saranac Inn,
Saranac, N. Y.

Jung Hotel,
New Orleans

Roanoke Hotel
Roanoke, Va.

Nov.
15-17

St. Francis
Hotel, San
Francisco

Broadmoor
Hotel, Colorado
Springs

Fort Des
Moines Hotel,
Des Moines

Baker Hotel,
Dallas

2,100-MILE TV REMOTE

KTTV (TV) Los Angeles will stage
2,100-mile remote Tuesday when it car-
ries four-hour coverage of Salk Polio
vaccine report direct from National
Foundation for Infantile Paralysis Con-
ference at Ann Arbor, Mich. KTTV will
sign on at 6:45 a.m., telecasting entire
conference, described as what may be
most significant medical announcement of
century. Equipment flown to Ann Arbor
for pickup. Ed Reimers will describe con-
ference and conduct interviews. Robert
Breckner, program director, and Edward
Benham, chief engineer, in charge of
planning. Station booked only outgoing
tv line from Ann Arbor to Toledo. It will
make program available to other stations
and networks on pool basis.

CBS-TV, NBC-TV Reveal
Summer Hiatus Plans

SUMMARY of summer hiatus policy for ad-
vertisers on CBS-TV and NBC-TV was reported
last Friday, but plans from DuMont and
ABC-TV were not as yet available.

CBS-TV's hiatus policy will be in effect from
July 3 to Aug. 27 and provides for suspension
of broadcasting in Class A periods from 8-11
p.m. EST Monday through Friday; 6-11 p.m.
Saturday and 5-11 p.m. Sunday. Shared spon-
sorship programs are excluded from eligibility.
Sponsors of alternate-week periods are entitled
to hiatus of four alternate-week broadcasts dur-
ing summer.

Advertisers and agencies have been advised
to notify CBS-TV of intention to suspend dur-
ing summer period by May 1. At same time
firm commitment for resumption of broadcast-
ing should be made for minimum of 13 weeks,
effective with first broadcast following end of
hiatus. (Upon completion of this commitment,
normal cancellation cycles may be resumed.)

NBC-TV's summer interval plan does not
specify any dates but is confined to periods ad-
vertisers may select. Hiatus also is for eight-
week period for sponsored programs in Class
A time from 7:30-10:30 p.m. EST weekdays,
and 5-11 p.m. Saturdays and Sundays. It does
not apply to co-sponsored programs. To be
eligible, advertiser must have sponsored show
for 13 weeks prior to hiatus and must sign non-
cancellable contract to resume broadcasting at
conclusion of summer interval.

Alabama Broadcasters Review
Management, Cost Problems

SERIES of station and individual awards pre-
sented to Alabama stations by Associated
Press as Alabama Broadcasters Assn. opened
weekend meeting in Montgomery. J. Dige
Bishop, WCTA Andalusia, ABA president, pre-
sided at meetings.

Oliver S. Gramling, AP assistant general
manager, presented station awards for out-
standing performance to WAPI Birmingham,
WOWL Florence, WBRC Birmingham, WTBF
Troy and WHBS Huntsville. Individual awards

IDEAL DOLL NEGOTIATING • Ideal Doll
Co., through Grey Adv., N. Y., understood
to be negotiating for possible sponsorship of
Macy Day Parade on NBC-TV next Thanks-
giving, as well as sponsorship of children's show
on either CBS-TV or NBC-TV.

MONTICELLO RADIO • Monticello Drug
Co., Jacksonville, for 666 (malaria prepara-
tion), starting radio spot announcement cam-
paign mostly on Negro-appealing programs in
coastal areas. Campaign breaks May 15, Thurs-
days and Fridays, for 52 spots in 35 markets.
Charles M. Hoyt, N. Y., is agency.

GRIFFIN SPOTS • Griffin Mfg. Co., Brook-
lyn (shoe polish), through Bermingham, Castle-
man & Pierce, N. Y., starting annual radio
campaign using spots, 7 to 9 a.m., effective
mid-April in southern markets, about 48 sta-
tions, then traveling north as weather gets
warmer. Contracts run from 26 to 32 weeks.

FALSTAFF IN TEXAS • Falstaff Brewing
Corp. (Falstaff beer) working out budget to use
nighttime spots in radio for 26-week campaign
in Texas area. Dancer-Fitzgerald-Sample, New
York agency, will probably place campaign ef-
fective late April or early May.

MOTOR WEEK • Participations on NBC-TV's
Today (Mon.-Fri.) have been bought for sev-
eral automobile manufacturers for week of
April 18-22, coinciding with negotiations on
new contract with United Automobile Workers
Union (CIO). That week program, which will
originate in Detroit, will present participations
for Oldsmobile (through D. P. Brother), Pon-
tiac and Cadillac (MacManus, John & Adams),
Chrysler (McCann-Erickson), Buick (Kudner),
Chevrolet (Campbell-Ewald), DeSoto (BBDO)
and Packard (Ruthrauff & Ryan).

went to Maury Farrell, Cal Douglas, Dan Dan-
iels, Fred Taylor, WAPI; Richard Biddle, Nell
Bigbee, Bill Mapes, Shirley Moseley, WOWL;
Davenport Smith, Dave Campbell, WBRC; Jess
Jordan, Asa Dudley, WTBF; John Neal, Hud-
ley Crockett, WHBS.

T. E. Martin, WAPX Montgomery, ABA
legislative chairman, directed panel covering
legislative activities. Charles H. Tower,
NARTB labor manager, moderated panel on
management problems and was luncheon speak-
er. W. Emmett Brooks, WEBJ Brewton, spoke
on wage-hour problems.

Panel on remote control of transmitters was
led by Hoke Williford, WAPX Montgomery.
Taking part were Malcolm Street, WHMA An-
niston, and Louis Blizzard, WHOS Decatur.
F. S. HoIIiday, FCC liaison officer, spoke on
Conelrad. Pat M. Courington, WAVU Al-
bertville, explained ways of keeping operating
costs at a minimum.

New Hazel Bishop Product

HAZEL BISHOP Inc. has started nationwide
shipment of new product, Compact Makup.
Additional $3 million budget has been allocated
for introductory campaign of this new product,
Raymond Spector, board chairman of Hazel
Bishop and president of Raymond Spector
Agency, announced. Negotiations are underway
for purchase of two additional tv shows and
time on CBS-TV and NBC-TV.

Broadcasting • Telecasting

April 11, 1955 • Page 7

it lakes KPTV's
Television Giant
to cover the
Portland, Oregon

GAYLE V. GRUBB, V. P., West Coast Sales Manager, 111 Sutter St., San Francisco, SUtter 1-8689
STORER NATIONAL jqm HARKER, V. P., National Sales Director, 118 E. 57th Street, New York, ELdorado 5-7690

SALES HEADQUARTERS BO b WOOD. Midwest National Sales Manager, 230 N. Michigan Ave., Chicago, FRanklin 2-6498

Represented
Nationally by
NBC Spot Sales

PEOPLE

NBC Buy of WBUF-TV
Awaits FCC Approval

FORMAL application for NBC's purchase of
ch. 17 WBUF-TV Buffalo filed with FCC late
Friday along with promise that upon Commis-
sion consent to $312,500 cash sale, NBC "will
devote its full efforts to establishing that uhf
can compete in a major market in which two
vhf stations are already in operation." Net-
work expects to lose nearly $360,000 in first
year of uhf operation there.

NBC earlier bought ch. 30 WKNB-TV New
Britain, Conn., for $600,000, also subject to
FCC consent. It becomes first network and

CHAIRMAN'S CHUCKLE

WHILE FCC Chairman George C. Mc-
Connaughey wouldn't commit himself
on Commission's subscription tv policy
during Capitol Cloakroom program on
CBS Radio (Sat., 6:30-7 p.m.), he
chuckled when Panelist Ted Church
asked if he'd heard crack, "Television
cannot exist half free, half fee." Chair-
man was more specific in discussing oth-
er basic radio-tv problems (story page
98).

second station operator to acquire full limit
of five vhf and two uhf stations. WBUF-TV
purchase came month after Plotkin Report
cited two-vhf station market is "most difficult"
for uhf operator [B«T, Feb. 7].

Application stated WBUF-TV, now airing
ABC shows, "will carry the NBC television
network program service" as soon as "out-
standing commitments permit." Other stations
operating in market include ch. 2 WGR-TV,
present NBC affiliate, and ch. 4 WBEN-TV,
CBS affiliate. WBUF-TV suspended operation
earlier this year, resumed upon conclusion of
negotiations with NBC [B*T, March 14].

Since WBUF-TV principals Sherwin Gross-
man and Gary L. Cohen have leased present
site for 1 5 years to WGR-TV, companion appli-
cation was tendered to move WBUF-TV to new
site under NBC ownership. Technical facilities
specified effective radiated power of 469 kw
visual and 235 kw aural with antenna height
above average terrain 489 ft. Estimated first year
operating cost of $917,000 and revenue $558,000
were given.

WBUF-TV balance sheet showed net loss to
Dec. 31, 1954, was $236,324.42 while net loss
in January was $12,196.78. WBUF-TV's total
assets at end of January were $470,082.95 with
total liabilities and deferred income $627,-
354.15. NBC balance sheet as of Feb. 28
showed current assets $50,008,462, total assets
$77,315,992, current liabilities $33,241,099,
capital stock $6,500,000, earned surplus $37,-
082,393.

Fresno All-Uhf Plea

PETITION for rule-making to make Fresno,
Calif., all-uhf commercial tv market filed with
FCC Friday by ch. 47 KJEO (TV) there which
asks that educational reservation on ch. 18 be
switched to ch. 12. KARM Fresno awaits
final ruling on initial decision favoring it over
KFRE there for ch. 12. KJEO pointed out it
and ch. 24 KMJ-TV have built tv market there,
not served by any other vhf station. KJEO
followed other de-intermixture petitions filed
last week (early story page 93).

| Broadcasters Oppose Pay-See

I FORMATION of New England Broadcasters
for Free Tv to oppose pay-as-you-see television
announced Friday by Leon P. Gorman, general
manager, WABI-AM-TV Bangor, Me. Mr.

I Gorman said group will attempt to consolidate

I opposition to toll tv among elements of broad-
casting industry and cooperate with other or-

| ganizations.

Westinghouse Management
Meetings Set This Week

PROGRAM managers and film buyers of West-
inghouse Broadcasting Co. tv stations — WBZ-
TV Boston, WPTZ (TV) Philadelphia, KDKA-
TV Pittsburgh, KPIX (TV) San Francisco-
meet today (Monday) for session on film pro-
gramming, hearing film company presentations
during day, concluding with evening session on
feature films. Live tv programming will be
discussed tomorrow at all-day session of pro-
gram managers. Richard Pack, WBC national
program manager, will preside at two-day meet-
ing in New York. General managers, program
managers, sales managers and promotion man-
agers of WBC tv stations will spend Wednes-
day-Friday at Skytop Club at Cresco, Pa., for
three-day discussion of general station manage-
ment problems with group of top WBC execu-
tives headed by Chris Witting, president.

House, FCC Set Session

HOUSE Commerce Committee will hold brief-
ing session with FCC Wednesday on Com-
mission's legislative program this year. Ex-
pected to come up for discussion are FCC's
proposal to amend Sec. 309 (c) of Communica-
tions Act and proposals by Reps. Oren Harris
(D-Ark.) and Carl Hinshaw (R-Calif.) to limit
tv, towers to 1,000 feet (H J Res 138 and 139,
respectively). Sen. Warren G. Magnuson (D-
Wash.) has introduced bill (S 1648) to amend
Sec. 309 (c) (protest procedures) in Senate (see
story page 97).

UPCOMING

April 11: Washington State Assn. of

Broadcasters, Seattle.
April 12: NARTB Tv Board, NARTB

Headquarters, Washington.
April 12-14: Radio-Electronics-Tv Mfrs,

Assn. spring meeting. Hotel Roose-

valt, N. Y.
April 13-15: National Federal of Adv.

Agencies Inc., Escape Hotel, Ft.

Lauderdale, Fla.
April 15: Board of Governors, Canadian

Broadcasting Corp., Parliament Bldgs.,

Ottawa.

April 15: Nebraska Broadcasters Assn.,
Hotel Madison, Norfolk.

April 17: Kansas Assn. of Radio Broad-
casters, Hotel Samer, Salina.
For other Upcomings, see page 725.

ALFRED PAUL BERGER, former copy chief
at Emil Mogul Co., N. Y., and recently head of
his own agency, rejoins Mogul as member of
plans board.

ART THORSEN, script writer at WBBM Chi-
cago, appointed continuity editor, succeeding
JOSEPH L. STRADER, who becomes engi-
neering schedule manager at WBBM-TV.

H. S. GWYNNE, manager, market plans and
analysis, tube industry sales section, RCA Tube
Div., appointed manager of section.

F. A. (MIKE) WURSTER, formerly with
BBDO and WABD (TV) New York, to Kies-
wetter, Baker, Hagedorn & Smith, N. Y., as
media director, succeeding ELIZABETH
THOMPSON ANDERSON, retiring after 10
years with agency.

JULIUS ROSEN, executive vice president,
elected president of Charles Antell Inc., and
LEONARD ROSEN re-elected chairman of
board, it was announced Friday. Both pur-
chased all stock and interests of company from
CHARLES KASHER, former president. Ac-
count still contemplating new agency [B*T,
March 28].

Central Region of AAAA
Elects Bliss President

ELECTION of new officers and governors for
Central Region of American Assn. of Adv.
Agencies, including that of Vincent R. Bliss,
president of Earle Ludgin & Co., as president,
announced in Chicago Friday.

L. O. Holmberg, Compton Adv., named vice
chairman and E. J. Lauesen, Fuller & Smith &
Ross, elected secretary-treasurer. Four new
governors are F. Strotter Cary, Leo Burnett
Co.; James G. Cominos, Needham, Louis &
Brorby; Clinton E. Frank, Clinton E. Frank
Inc., and Milton H. Reynolds, Allen & Reyn-
olds. Five ex-officio officers, including G.
B. Bogart of Calkins & Holden, new AAAA
Chicago Council chairman, also will serve on
new board. Two more ex-officio members to
serve after forthcoming St. Louis and south-
west elections.

Twenty-one state region will plan its fall
Chicago convention shortly after national
AAAA meetings in Boca Raton, Fla., April
21-23.

MBS Ticket-Tv Forum

SPECIAL program will be carrier April 17 on
Mutual's Northwestern Reviewing Stand (Sun.,
11:30-12 noon EST), titled "What About Sub-
scription Tv?" Panel will consist of Trueman
T. Rembusch, midwestern director, Organiza-
tions-forFree-Tv; Larry Wolters, tv editor, Chi-
cago Tribune; Joseph S. Wright, general coun-
sel, Zenith Radio Corp., and James McBurney,
dean of School of Speech, Northwestern U.,
moderator.

'Mickey Mouse' Sponsors

SIGNING of four additional sponsors for
Mickey Mouse Club, new Walt Disney series
scheduled to bow Oct. 3 in Mon.-Fri. 5-6 p.m.
time slot, was announced Friday by Slocum
Chapin, vice president in charge of network
sales, ABC-TV. Newly-signed sponsors are:
American Dairy Assn., Chicago, through Camp-
bell-Mithun, same city; Carnation Co., Los An-
geles, through Erwin, Wasey & Co., same city,
Mars Inc., Chicago, through Leo Burnett Co.,
same city, and Welch Grape Juice Co., West-
field, N. Y., through Kenyon & Eckhardt, New
York. Eight national advertisers have signed
to sponsor series to date.

Broadcasting • Telecasting

April 11, 1955 • Page 9

the week in brief

Broadcasting Publications Inc.
Sol Taishoff
President

Maury Long H. H. Tash B. T. Taishoff

Vice President Secretary Treasurer

PAY TV: THE POT BOILS

Flood of comments at FCC is biggest
in years. Zenith cancels CBS show
for refusal to carry pro-subscription
tv commercial 31

COTY SAYS THEY STOLE IT

Cosmetic firm sues Revlon, W eintraub
and CBS, says its commercial theme
for new lipstick was picked up by
competitor 33

FASHION DESIGNS A SHOWROOM

$6 million center in New York will be
fitted for radio-tv facilities 34

REPUBLIC DEBATES GOING TV-ONLY

Film company is considering dropping
movie production in favor of video . 42

PRESIDENT TO ADDRESS THE NARTB

Eisenhower will appear for informal
speech, becomes first U. S. President
to do so. Record exhibits planned . 50

NBC RADIO DETAILS ITS 'MONITOR'

Network announces inside breakdown
for revolutionary week-end plan. .52

'YOU ARE THERE' GOES TO FILM

CBS documentary series began on
radio, went to live tv, now is on cel-
luloid ,V.i . . 63

THE STATUS OF FILM

B*T survey finds broadcasters are us-
ing it for more than a third of all air
time 66

FILM RATINGS FOR 10 MARKETS

A new series of monthly reports of the
top 10 syndicated shows in 10 selected

cities 70

TV AND DELINQUENCY

Witnesses at Senate hearing urge ex-
haustive study to determine television's
effect on juvenile behavior 79

FREE STUMPING ON THE AIR?

Comr. Hennock urges Senators to prod
Commission into making a mandatory
ruling that stations provide campaign
time for free 90

LAMB BRIBE ISSUE RETAINED

FCC refuses petition to drop broad-
caster's charge that Commission inves-
tigators caused bribe offer for false
testimony 90

DE-INTERMIXTURE SENTIMENT

Three uhfs petition FCC for channel
changes in order to maintain better
competitive atmosphere 93

THREE VHFS PROPOSED

,. Initial decisions would make ch. 7_
grants in Seattle and Omaha, ch. 12 in
Jacksonville 96

McCONNAUGHEY AIRS HIS VIEWS

FCC chairman, interviewed on CBS
Radio, makes known his stand on
today's top issues 98

STORER REPORTS HIS EARNINGS

Broadcasting company notes its 1954
net was 10 times that of 1945 . .100

DUMONT'S 'ELECTRONIC AM'

New film-live camera system may be
shown to public Thursday 104

THE PEABODY RADIO-TV AWARDS

Top individual honors to Gobel, Daly.
CBS wins four, NBC and ABC three.
Station winners: W JAR-TV, KGAK.

departments

Advertisers & Agencies 33

At Deadline 7

Awards 105

Closed Circuit 5

Editorial 126

Education 107

Feature Section 63
Film 42

Page 10 • April 11, 1955

For the Record 109

Government 79

In Review 15

International 106

In the Public Interest. . 76

Lead Story 31

Manufacturing 104

Networks 52

On All Accounts . 26

Open Mike 18

Our Respects 22

Professional Services. 107
Program Services 44
Programs & Promotion 108

Stations 100

Trade Associations 50

THE NEWSWEEKLY OF RADIO AND TELEVISION

Published Every Monday by Broadcasting
Publications Inc.

Executive and Publication Headquarters
Broadcasting • Telecasting Bldg.
1735 DeSales St., N.W., Washington 6, D. C.

Telephone: MEtropolitan 8-1022

EDITOR & PUBLISHER
Sol Taishoff

BUSINESS

CIRCULATION & READERS' SERVICE

MANAGER
John P. Cosgrove
Frank N. Gentile, Joel H. Johnston, Sharleen Kelly,
Jean McConnell, George Neitzey, William Phillips.

BUREAUS

NEW YORK
444 Madison Ave., Zone 22, Plaza 5-8355

Business

SALES MANAGER: Winfield R. Levi
SALES SERVICE MANAGER: Eleanor R. Manning
EASTERN SALES MANAGER: Kenneth Cowan
Dorothy Munster

CHICAGO

360 N. Michigan Ave., Zone 1, CEntral 6-4115
MIDWEST NEWS EDITOR: John Osbon
MIDWEST SALES MANAGER: Warren W. Middleton
Barbara Kolar

HOLLYWOOD

6253 Hollywood Blvd., Zone 28, Hollywood 3-8181
WESTERN NEWS EDITOR: Leo Kovner
TV FILM EDITOR: Marjorie Ann Thomas

WESTERN SALES MANAGER: Wallace H. Engelhardt

Toronto: 32 Colin Ave., Hudson 9-2694. James Montagnes.

*Reg. U. S. Patent Office
Copyright 1955 by Broadcasting Publications Inc.

Broadcasting • Telecasting

WOODIand CENTER

30,000 SQUARE FEET of the most modern complete broadcasting facilities

in Western Michigan

Completion of WOODIand CENTER marks
a long line of "firsts" in the facilities and
services offered you by WOOD. In 1924,
WOOD was Grand Rapids' first radio station.
Today, it's Grand Rapids' only 5000 watt sta-
tion, covering the heart of the rich WOOD-
Iand market area. WOOD-TV was Western
Michigan's first TV station on the air, first
anywhere to deliver 316,000 watts from a
1000'tower. Other Western Michigan WOOD
TV firsts are:

• Local Live Programs

• AT&T Network Service

• Color Service

• INS Fax News Photo Service

If you, too, want to be first in Western Mich-
igan, schedule WOOD and WOOD-TV!

FIRST FLOOR

1. Reception Room

2. Radio Studio

3. Announcer's Booth

4. Radio Control Room

5. Recording Studio

6. Music Record tibrary

7. Film Editing

8. Film Projection

9. Film Developing

10. Announcer's tounge

11. Engineer s tounge

12. Shipping Room

13. Office Supplies

14. Maintenance Shop

15. TV Power Room

16. Heating, Air Conditioning

17. Telephone Equipment

Studio A, 60'x 40', is equipped with 39 suspended
lighting fixtures . . . permits simultaneous display
of 8 automobiles on one set.

Loading ramp adjoins TV studios . . . permits truck
unloading at bed level on one side; driving of
autos from 100-car parking lot on other side.

Unique central TV control room serves both Studio
A and Studio B . . . makes possible split-second
shifts from one studio to another.

News department is complete with every modern
device for fast service, via local police radio sys-
tems, AP wires. International News Facsimile Photos.

News Department 7.

TV Control 8.

TV Studio A 9.

TV Studio B 10.

Loading Ramp 1 1 .
Program Department

>ND FLOOR

Dressing Rooms
Chief Engineer
Accounting

TV Announcer's Booth
Audio-Video Rack Room

1. TV Studio A

2. TV Studio B

3. Client Viewing Room

4. Conference Room

5. Traffic, Continuity

6. Promotion

THIRD FLOOR

7. Sales

8. Sales Manager

9. Sec, General Manager

10. General Manager

11. Business Service

12. Women's Lounge

Studio B, 30'x 40', houses a complete kitchen unit
for homemaking shows, which can be screened off
by folding doors when desired.

Fully equipped dark room permits quick develop-
ment of on-the-spot movie and still shots made by
WOOD-TV news correspondents.

Client's room overlooks TV studios; has color and
black-and-white TV. Remote controlled panels
reveal film audition screen, easel displays.

In the continuity department, scripts are written . . .
commercials prepared . . . slides and other visual
props arranged for clients.

WHAT'S IN

WOODland CENTER

FOR YOU?

most modern TV and AM facilities

RADIO

• Large AM studio for local live programs

• Air personalities — the best

• Fully equipped recording studio

• NBC programs

• Daytime news, every hour on the hour

• 5000 watts day and night

TELEVISION

• Two large, fully equipped TV studios

• Three 16 mm film projectors

• Full slide and telop facilities

• Panel controlled, complete lighting equipment

• Excellent prop storage facilities

• Expanded arrangements for audience-
participation

• Spacious, completely equipped client room

• Top-rated network and locally produced
programs

Expanded audience-participation facilities permit full
enjoyment of local programs . . . here, Buckaroo Rodeo,
favorite of the younger set.

Projection room has three film projectors; two Telo-
jectors with a capacity of 12 slides each; and Telop
projector which holds 10 telop cards.

All props, from the largest background flat to the
smallest, most delicate properties, are carefully handled
— and fed, if the situation requires.

Everything from Bach to boogie is quickly available in
the extensive WOODland CENTER music library.

serving all of Western Michigan!

woodQ

GRAND RAPIDS, MICHIGAN

ASSOCIATED WITH WFBM-AM AND TV. INDIANAPOLIS. INDIANA
WFDF. FLINT. MICHIGAN. WEOA. EVANSVILLE. INDIANA

REPRESENTED BY KATZ AGENCY

TV:

316,000 WATTS, NBC, BASIC:
ABC AND DuMONT

RADIO:

5000 WATTS, NBC AFFILIATE

PRINTED IN WOODLAND U. S. A.

NORTH
CAROLINA'S

Rich, Growing

"GOLDEN
TRIANGLE"

IN REVIEW

REUNION IN VIENNA

THE LAST 15 minutes of "Reunion in Vienna"
were almost worth watching the first 75 — but
not quite. It was Greer Garson's television
debut, and it was a sorry show.

Biggest puzzle of the performance was trying
to decide what the playwright had in mind.
After it was over you guessed it must have been
an attempt at romantic comedy, but it succeeded
only in being an unsuccessful farce.

The play dealt with has-been aristocracy in
Vienna in the 1930's. A band of the former
favorites of the court had decided to have a
party to recall the "old days." Miss Garson
played a former member of the court set who
was now the wife of a successful psychoanalyst.
She was enticed to go to the party on the prom-
ise that a former lover, an exiled archduke,
would attend. Her husband, who felt he had
been competing with the memory of the lover
all those years, encouraged her to go so she
could get him out of her system.

She went, she saw, and she was almost con-
quered. In fact, she was almost seduced right
before the nation's televiewers. It may have
been sophisticated on the stage, but it came
through as indecent on tv. Brian Aherne, as
the playboy archduke, was distastefully lecher-
ous instead of romantically naughty.

Only in the third act did a professional touch
grace the show. The scene in which the amo-
rous archduke confronts the husband and baldly
demands permission to make love to his wife
was wittily written and adroitly played. Espe-
cially clever was the ending. The husband
had left the wife and would-be-lover alone for
the night, sort of putting them on their honor.
You thought they were going to "do the right
thing" about it all when suddenly the lights
dimmed and the camera left them holding
hands on a terrace. When the husband re-
turned in the morning everyone was gay as
birds, and the viewer suspected the worst. Then,
at the close, the wife produced a medal which
the archduke had given her and recited a
motto — evil to him who evil thinks! Then
it was the viewer's turn to blush.

Television can ill afford to waste the talents
of people like Miss Garson. It's to be hoped
she and others like her — along with the view-
ers — won't be scared off by occasional blunders.

Production costs: $300,000.

Broadcast on NBC-TV, Mon., April 4, in color
and black-and-white, on Producer's Show-
case, monthly series sponsored by Ford Motor
Co. through Kenyon & Eckhardt and RCA
through Kenyon & Eckhardt and Grey Adv.
Agency.

NBC producers: Fred Coe; guest producer: Jean
Dalrymple; associate producer: Bill Nichols;
director: Vincent Donahue; associate direc-
tor: Dominick Dunne.

Adapted for tv by David Shaw from play by
Robert Sherwood.
\ Stars: Greer Garson, Brian Aherne, Peter Lone,
Robert Fleming, Cathleen Nesbitt, Lilli Dar-
vas, Herbert Berghof.

Settings: Rouben Ter-Artunian; makeup: Dick
Smith; musical director: Harry Sosnik; techni-
cal director: Larry Elikann; unit manager:
Perry Cross.

THE WHISTLER

TO THE devotees of mystery drama on radio,
the return of The Whistler to the full CBS
Radio network after a hiatus of eight years
should prove welcome. This program has long
been a steady favorite on the West Coast.

Perhaps it should be explained, for the benefit
of the uninitiated, that the Whistler is a hollow

voice, omnipresent and omniscient, which sets
the scene and narrates the innermost thoughts
of some miscreant in the process of a crime.

The stories usually follow a pattern: The
person is driven by circumstances to commit
his crime; he apparently is successful in cover-
ing his tracks; and at the final moment, a trick
of fate reveals his guilt.

In one episode, "Alibi," a murderer has con-
vinced a detective that he was taking a nap
in his room during the time of the murder
committed in another part of the city. How-
ever, the detective discovers an alarm clock in
the murderer's apartment, still ringing, and
still set for the time the murderer supposedly
was taking his nap.

Generally, this series errs on the side of
stereotyped characterization, which is perhaps
inevitable in such a rigid format. Also, it must
be noted that a half-hour is too short a time
period to develop believable characterization,
either on radio or tv {The Whistler is also a
syndicated tv series).

However, it must be admitted that the inter-
est of the listener is maintained, because one
cannot be sure just how the murderer is going
to get his comeuppance, although one can be
sure that he will.
Production costs: $2,350.

Network: CBS Radio, Thursdays, 8-8:25 p.m.

EST (West Coast, Sundays, 7:30-7:55 p.m.

PST). Transcribed Hollywood origination.
Format: Psychological drama.
Producer: Joel Malone; director: Gordon T.

Hughes; music conductor: Wilbur Hatch;

writers: various.
Sponsor: (West Coast) Lever Bros. Co. (for

Rinso), through Ogilvy, Benson & Mather

Inc., N. Y.

★ ★ ★

BOOKS

THIS IS EDUCATIONAL TELEVISION, by
William Kenneth Cumming. Communica-
tions Series, Lansing, Mich. 264 pp. $4.40.
THOROUGH coverage of educational televi-
sion in all its phases, including programming,
operation of a commercial or non-commercial
station by an educational institution, coopera-
tion with outside commercial stations and net-
works, administrative problems, etc., is pro-
vided by this volume. The book is based large-
ly on personal interviews with educators who
have been active in tv and on the author's own
observations as a member of the department
of journalism of Michigan State College and
producer-coordinator of the college's tv station,
WKAR-TV East Lansing.

STATISTICAL YEARBOOK (sixth issue) by
Statistical Office of United Nations, New
York, N. Y., 594 pp., $7.50 (clothbound),
$6 (paperbound).
BROADCASTERS and students of broadcast-
ing will find particularly interesting that sec-
tion of the Statistical Yearbook dealing with
radio and tv stations in countries throughout
the world and with radio and tv set ownership.
The Yearbook estimates there are more than
230 million radio sets in use throughout
the world, of which more than 120 million
are located in the U. S. and 70 million in
Europe. In television, the U. S. is credited with
31.5 million sets; the United Kingdom, 3.4
million; Canada, 655,000; France, 72,000. The
Yearbook notes that Soviet Russia claimed
about 700,000 tv sets in January 1954.

The range of coverage of the Yearbook can
be suggested by the main topics, including sta-
tistics on population, manpower, forestry, fish-
ing, manufacturing, transport, internal trade,
finance, national income and communications,
among others.

a 24-county market with
Effective Buying Income
of

$1,543,515,000

(Sales Management 1954
Survey of Buying Power)

NOW SHOWINGI-ALL NBC COLOR SHOWS

Broadcasting

Telecasting

Interconnected
Television Affiliate

National Representative:

The Headleg-Reed Compamj

April 11, 1955 • Page 15

There are local reasons for the consumer

to buy one product rather than another—
for buying in one place rather than another—
for listening to one station rather than another.

In Storer markets successful advertisers
tell their stories on Storer Stations.

n Is A Local Station/ 7

STORER BROADCASTING COMPANY

NATIONAL SALES HEADQUARTERS:
TOM HARKER, V. P., National Sales Director BOB WOOD, Midwest National Sales Mgr.

118 E. 57th St., New York 22, Eldorado 5-7690 • 230 N. Michigan Ave., Chicago 1, Franklin 2-6498

Yawn Patrol

4:45 to 6:30 AM Monday-Friday

Stars Sell on
Alabama's

greatest radio station

Happy is starting his 20th year as
a WAPI star! On "Yawn Patrol"
he entertains the early-rising rural
folk with tops in folk and hillbilly
music, gives time and weather re-
ports, chats in his folksy manner.
His ratings don't quite double
those of the next station, but they're
close! He increases his popularity.
. . . and his value to sponsors! . . .
by making personal appearances
over the state. At 9 on Saturday
nights he is joined by his Golden
River boys for a half-hour of live
entertainment.

You can SELL

Your Products
to Alabama folks

If you TELL

them on programs
they enjoy hearing

Represented by

John Blair & Co.

Southeastern Representative:

Harry Cummings

OPEN MIKE

Sweeney Interview

EDITOR:

We agree with Sweeney uimost 100% and
are delighted with the interview feature [B»T,
March 28] (which) provides valuable ammuni-
tion for us. . . . Are reprints of this and the
Georgia bank story available?

William J. Green
Radio-Tv Director
Lewis Edwin Ryan Agency
Washington, D. C.

[EDITOR'S NOTE: Reprints of the B«T Inter-
view with Kevin Sweeney are available at $15
per 100, and reprints of "A Georgia Bank Banks
on Radio" at $5 per 100, with discounts of 10% on
orders of 1,000 or more of either article.]

EDITOR:

The interview you had with Kevin Sweeney,
president of Radio Advertising Bureau [B»T,
March 28], is terrific, tremendous, colossal,
provocative and stimulating. Even though I
can't agree with all of Kev's points, I think it
is wonderful. We would like a dozen reprints.

Simon Goldman, Pres.
WJTN-AM-FM Jamestown,
N. Y.

EDITOR:

The Kevin Sweeney B»T interview was a
masterpiece. If available, please mail us 25
copies.

Cal Smith, Station Mgr.
KROC Rochester, Minn.

EDITOR:

The interview with Kevin Sweeney was a
dandy job. This format seems to make for
absorbing reading and I hope B«T can use it
often.

Mitrry Harris

Public Relations Dir.

A. C. Nielsen Co., New York

Who's a Dead Duck?

EDITOR:

It had been rumored about the country that
radio is dying or a dead duck, particularly fm.
About a year ago we decided to put on an fm
classical musical station and finally Sunday,
March 27th, we went on the air . . . From 3 p.m.
until midnight on Sunday we received over 125
phone calls. Monday both of our phones were
kept busy until midnight. We received over
350 letters and more coming in for our pro-
gram guides.

We really do not know what this indicates
except, to us, that there is a listening audience,
if we can program things that they enjoy.
Harry Eidelman
KCFM St. Louis

Bobrun Broadcasts Then and Now

EDITOR:

I read with interest the item telling of the
first tape-recorded broadcast of a bobrun at
Lake Placid, N. Y., made by the sports an-
nouncer of the Saranac Lake [WNBZ] station
for the Bill Stern network show [B«T, March
14].

I thought it might interest the younger gen-
eration to know the first broadcast from the
bobrun was made "live" in 1935 . . . by E. S.
Darlington a "ham" radio operator then in my
employ in the news bureau of General Electric.
Pack sets were unheard of in those days. Dar-
lington built his own in true "ham" style. It
weighed 25 pounds. . . .

With the pack set securely strapped to his
back, a five-foot fishpole antenna sticking up
in the air and microphone soldered inside a
baseball catcher's mask, so that Darlington's
hands could be free to hang onto the bob straps,
the run was started. ... As I recall it, Darling-

ton was so scared after hitting the first curve
that most of his "description" of the ride was
confined to "Oh boy, another curve" and "we
got through," but he carried on to the finish
and the few words he did say were broadcast
by WGY. A wire line carried his words from,
the bobrun lodge to Schenectady. . . .

C. D. Wagoner

(Retired from GE Publicity)

Radio Bureau

New York State Dept. of
Commerce

Albany, N. Y.

The Carolinas

EDITOR:

... A fine job on the Carolinas [B«T, March.
21] . . . and we have been mailing them out
right and left ever since the reprints came in . . .

Roger A. Shaffer, Mgr.

WSPA Spartanburg, S. C.

EDITOR:

. . . The pieces on The South, on Georgia,
and on the Carolinas . . . were very well done:
and I congratulate you on them.

James E. Gates, Dean
College of Business

Administration
U. of Georgia, Athens, Ga.

EDITOR:

Congratulations on a fine piece of work. It
should prove very valuable to all of us in the
-business in these two states.

Harold Essex, V. P., Gen. Mgr.
WSJS-AM-TV Winston-Salem

EDITOR:

"... a beautifully done piece ... a gem of
reporting."

Charles Parker
State Advertising Director
North Carolina Dept. of Con-
servation & Development
Raleigh, N. C.

EDITOR:

Congratulations to you and Frank Beatty on
the excellent story on the "Carolinas." I think
it is the finest I have ever seen. Would you
please send us 50 reprints on the "Carolinas"
story?

Charles M. Marshall

Promotion Manager

WSOC Charlotte, N. C.

[EDITOR'S NOTE: Reprints of "The Carolinas"
are available at $25 per 100 copies, with a discount
of 10% on orders of 1,000 or more.]

April 1st Promotion

EDITOR:

Here is the story of an April Fool's Day
promotion on KDRS.

Nobody showed up for work except the
manager, the sales manager and the business
manager. As far as the radio audience was
concerned, the only broadcaster on hand for
seven hours (5:30 a.m. to 12:30 p.m. was
the manager. I was on the air alone in that
period, including newscasts and regular two-
man shows.

The objective, obviously, was to set the
town talking. It worked. By noon the town
was buzzing and listeners were sticking extra
close. Two members of the hospital auxiliary
staff volunteered to appear on the community
chatter show, Back Fence. Listeners called the
homes of staff members to protest against the
cruel prank. (We took the staff off the hook
later in the day.) The whole staff appeared
on The Roving Mike at 12:30 to celebrate their
self-declared half holiday.

Ted Rand, Gen. Mgr.
KDRS Paragould, Ark.

Page 18 • April 11, 1955

Broadcasting • Telecasting

seven, league
boot coverage

It takes a giant voice to cover this giant land . . . the rich
105 counties lying between Houston . . .Waco . . . San Angelo
. . . Del Rio . . . Brownsville.

The powerful 50,000 watt daytime voice of KENS 680 kc.
dominates this vast area of 109,737 square miles, and its
population of 4,271,400 — accounting for a yearly income of
nearly $6 billion!

With CBS and top local programming, the accumulative
audience of KENS shows first or in photo-finish-for-first place
in ALL rated time segments — Pulse of San Antonio, Nov., 1954

SAN ANTONIO, TEXAS

Ask FREE & PETERS, Inc.
for details.

Broadcasting • Telecasting

April 11, 1955 • Page 19

Additional G-E Cameras prepare you fo

EXPANDED SEASONAI

Have you
checked
G-E color?

Buy now for
black & white

modify for
color tomorrow

Page 20 • April 11, 1955

▲ G-E camera above is ready for color. Note close
similarity in size to the monochrome unit left above.

COMPLETE TELEVISION EQUIPMENT FOR VHP and UHF
for Black & White plus Color TV

TRANSMITTERS powered from 100 watts to 100 kilowatts.

ANTENNAS to fit every gain and pattern requirement— helical
and batwing types.

STUDIO EQUIPMENT for complete audio and video facilities.

PORTABLE EQUIPMENT to handle all remote services.

Broadcasting • Telecasting

'ROGRAMMING

offer other important advantages!

With one or two additional G-E cameras you need
not hesitate to expand your "live" programming
attuned to spring. New fashion shows, extra sports cov-
erage ( be it baseball or racing ) , special events can help
you attract additional advertising revenue. In the studio
or on remotes, extra cameras give you the equipment
you need to handle this expanded programming.

Consider also these other advantages of spare cameras:

1. They prepare you for any unexpected camera emer-
gency; simply roll out the spare camera.

2. You save on overtime pay for emergency repairs.
With extra cameras ready for use, repairs can be made

during your regular working hours at regular pay rates.

3. You can enjoy the benefits of a preventive mainte-
nance program— check cameras and service them at reg-
ular scheduled intervals, and still keep ample cameras
operating for every "live" program. With care like this,
your cameras last longer and assure top picture quality
year after year.

Let a G-E sales representative check your specific
camera needs and suggest a plan of complete camera
readiness for your station or network. General Electric
Company, Broadcasting Equipment, Section X245-11,
Electronics Park, Syracuse, N. Y. In Canada, write:
C. G. E. Electronics, 830 Lansdowne Avenue, Toronto.

Optimum performance per
pound of equipment

G-E TV PORTABLE CAMERA CHAIN

There's amazing versatility in this lightweight chain.
It answers almost every emergency need on remotes
. . . fits easily into your studio layout. Available in
from one-to-four camera chains. All units, except the
switching and wipe units, are blower ventilated— can
operate in high ambient temperatures. Camera, moni-
tor, and circuitry can be modified for color.

• FORCED AIR VENTILATION.

• PRODUCES LAPS, FADES, WIPES, INSERTIONS.

• COMPACT, YET EASILY ACCESSIBLE.

• LIGHTWEIGHT SUITCASE DESIGN.

A Depend on the G-E portable camera chain to
deliver top picture quality in the studio, or out on
remotes. Moving the lightweight units to remotes
is a cinch.

-4 Control units of portable chain are easily,
quickly mounted on the control equipment desk.

"Progress Is Our Most Important Product

GENERAL® ELECTRIC

Broadcasting

Telecasting

April 11, 1955 • Page 21

BLANKET S

I COVERAGE III

II OF THE RICH II

II FORT WAYNE II
I TRI-STATE III

III MARKET III

jj! WIN-T, your station for complete jjj

jlj coverage of the thriving 18- jjj

II; county, tri-state market surround- jjj

Ijj ing Fort Wayne, Indiana. Check jjj

III these billion dollar, market facts jjj

Ijj and figures:

• POPULATION 722,500

§ • HOUSEHOLDS 228,600 Jj

• CONSUMER SPENDABLE

INCOME $1,177,771,000

j|j • TOTAL RETAIL SALES
$768,150,000

our respects

to HERBERT JOHN YATES

FARSIGHTED Herbert John Yates was the
first major motion picture producer to act upon
the potentialities of tv. He may also be the
first to switch to tv-only production, if his re-
marks to Republic Pictures stockholders last
week (see story, Film Section), bear fruit.

Five years ago the president of Republic Pic-
tures Inc. set up Hollywood Television Service
Inc. to engage in tv film distribution. Contrary
to the manner in which other major studios
have since gone about video, Republic entered
tv film production only after the distribution
arm was a going concern.

With Earl R. Collins as president, Hollywood
Tv started moving ahead in 1951 with a pack-
age of 100 westerns and 136 features. Cur-
rently in distribution through HTS and its 33
branch offices are 505 features plus 39 half-
hours in the Stories of the Century series.

Studio City Television Productions Inc., with
Morton W. Scott in charge, started functioning
only last year. Its one series to date, Stories of
the Century, received the Academy of Television
Arts & Sciences' national "Emmy" award for
the best western or adventure series, the only
syndicated film package so honored.

Studio City is readying four additional series
for fall release by HTS. Two half-hours have
been completed in Behind the Scenes and scripts
are being written for Adventures of Dr. Fu
Manchu. The latter will undoubtedly also be-
come a transcribed radio series, Mr. Yates re-
veals.

He was born in Brooklyn on Aug. 24, 1880.
At 19, while working his way through Colum-
bia U., he became a sales executive for Amer-
ican Tobacco Co. By the time he was 27, he
was assistant to the vice president in charge
of sales for Liggett & Myers Tobacco Co.

Retiring from the tobacco industry in 1910,
he got interested in motion pictures after fi-
nancing the late Roscoe (Fatty) Arbuckle and
receiving 100% profit plus his investment.

After taking time out to lose $100,000 as a
"gentleman farmer," he joined Hedwig Film
Laboratories in 1915. The processing of film
intrigued him to the point that within two
years he felt he had acquired enough knowledge
and self confidence to establish his own enter-
prise, Republic Film Laboratories, New York.
Within another year he organized Allied Film
Laboratories Assn. and by 1922 he had devel-
oped Consolidated Film Industries Inc.

From his vantage point in the laboratory he
decided the motion picture industry "was a
fascinating business, with plenty of room for
brains and intestinal fortitude and eternal hun-
ger for capital to provide expansion and im-
provement."

Republic Pictures was born in 1935 when
Mr. Yates engineered the merger of four inde-

pendent producers, Liberty, Mascot, Monogram
and Select, and took over the Mack Sennett lot
in North Hollywood.

Besides Republic's tv film production and
distribution subsidiaries, the studio itself has
made such facilities as 19 sound stages, under-
water tank, western back lot and one of the
two finest recording studios in the world, avail-
able to independent tv film producers. A major
tenant is Revue Productions, MCA's film unit.
A further tie-up was recently effected in "the
biggest contract of its kind in the history of
tv" when MCA-TV acquired tv distribution
rights to Republic's package of 67 Roy Rogers
and 56 Gene Autry feature films.

Republic grossed $7 million for distribution
of features to tv during the past two years.
Studio rentals to tv producers brought in over
$700,000 last year.

Consolidated Film Industries, from which
this activity evolved, is today a division of Re-
public Pictures with labs in Ft. Lee, N. J., and
Hollywood, headed by Douglas T. Yates and
Sidney P. Solow, respectively. In 1948 CFI
processed the first west coast tv film series,
NBC-TV's Your Showtime, produced by Mar-
shall Grant-Realm for American Tobacco.
Currently, approximately 85% of the labs'
business is tv film for such clients as Revue,
Desilu Productions, Four Star Productions,
Gross-Krasne, Guild Films, Ziv and McCadden
Corp. It also processes all of CBS-TV's and
about half of NBC-TV's Hollywood films and
kinescopes.

Mr. Yates' foresight was again demonstrated
in the construction of a new plant with specially
designed equipment to handle 16mm film. It
was conceived with Mr. Solow in advance of \
the actual need, but planned for the present
emergency which has found many other labs
reconverting 35mm space and facilities.

Feature-wise, Republic used to be identified
solely with westerns. Gene Autry as the first
singing cowboy, followed by Roy Rogers and
Rex Allen, contributed greatly to the success
of the studio, Mr. Yates says. But, series west-
erns were "a casualty of tv" and Republic now
makes about 20 competitive big budget color
features per year.

Cited many times for his continual support
of American ideals, he takes particular pride
in the National Gold Citizenship Medal which
was presented to him in 1951 by the Veterans
of Foreign Wars for his feature film, "Red
Menace."

Married in 1952 to actress Vera Ralston, the
Yates' have a home in Sherman Oaks, Calif., one
on Long Island and an apartment in Manhattan.
The apparently tireless Mr. Yates plays 18
holes of golf every weekend, but Republic with J
its subsidiaries is his vocation and avocation.

WIN-T

CBS and ABC for FORT WAYNE
and the Tri State area of In-
diana/ Ohio and Michigan.

Nationally represented by
H-R TELEVISION, INC.

Page 22 • April 11, 1955

Broadcasting

Telecasting

WATE IS NOW 100,000 WATTS • FULL POWER!

All Eyes Are
On Knoxville

R MARKET OF THE SOUTH

Land of TVA power and Atomic Energy power,
Knoxville is fast becoming most famous for the tre-
mendous buying power of her people.

Look at the figures : nationally, Knoxville is one of
our 60 largest markets . . . and is growing rapidly.
Within the State of Tennessee and the area, Knoxville
ranks first, percentage-wise in : (1) number of married
couples living in their own household, (2) largest num-
ber of persons per household, (3) lowest median age of
population, (4) largest number of industrially employed.

Blanketing this 42-county Knoxville Market is
WATE-TV, only VHF station in the area. It's the
eyes and ears of sales-minded advertisers who keep
consumer buying at record highs. There could be
new opportunity here for you. Let us tell you the full
story — today!

AFFILIATED WITH NBC AND ABC • NETWORK COLOR
REPRESENTED NATIONALLY BY: AV ERY-KNODEL, INC.

. . . with Uncommon Valor . . .

the most powerful new film series in television

The picture that makes these pages come alive is one of thousands just
as exciting. In 26 half-hour programs they will soon light up the nation's
television screens. And before the eyes of millions, the history made by
U. S. Marines will now make history in television.

This is the Leatherneck story. A story of America's most colorful fighting
men ... of headquarters and foxholes ... of land, sea, and air . . .
of unlimited drive to victory. From official film records, skilful editors
have created a pageant of action with realism and suspense mounting
from beginning to end. Narrator is General H. M."Howlin' Mad" Smith,
one of World War IPs great combat leaders.

For both stations and advertisers Uncommon Valor offers an
uncommon opportunity to build sales, prestige, and community goodwill.
(So popular was a comparable U. S. Navy series that it is now
being broadcast in many markets for the fourth time.)

Be the first in your area to attract a regular weekly audience with
Uncommon Valor. Write for details today, or better still wire collect.

The Film Division of General Teleradio, Inc.
1440 Broadway, New York 18, New York
Hollywood • Chicago • Houston • Atlanta

to cover the

SAN FRANCISCO

Bay area...

. . . use one of
America's 2
G R E AT independents!

KYA

The Personality Station
. . . 1260 k. c.

NEW YORK OFFICE:

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28 West Uth St.
BRyant 9-6018-14

CHICAGO OFFICE:

George Clark

316 N. Michigan Ave.

RAndolph 6-0712

PAT BROUWER

on all accounts

A TRANSITION from airlines to agencies and
the buying of national spot seems to have been
bridged with the characteristic charm attributed
to Pat Brouwer, timebuyer at Needham, Louis
& Brorby Inc., Chicago.

In her present capacity at this steadily-grow-
ing agency, with which she has been associ-
ated for over two years, Miss Brouwer is as-
signed to the task forces on such accounts as
Campbell Soup Co. (pork and beans, V-8 cock-
tail vegetable juices), Kraft Foods Co. (Parkay
margarine, Kraft oil), Morton Salt Co., Peo-
ples Gas Light & Coke Co., Phenix Foods Co.
(salad dressing), Quaker Oats Co. (Ken-L-Ra-
tion products) and Wilson & Co. (canned meats,
Cremade soap, Jane Wilson products).

Timebuying has been Patricia Brouwer's
forte in Chicago agency circles since October
1949 when she joined Grant Advertising Inc.
as an assistant timebuyer. In January 1951 she
moved over to Young & Rubicam's media de-
partment in a similar capacity, remaining until
May 1952. She joined the Needham, Louis &
Brorby organization in November of the same
year.

Nine Years in Oak Park

A native of Minneapolis (Nov. 5, 1925), Miss
Brouwer spent most of her early life (nine years)
in Oak Park, 111., a Chicago suburb, until she
moved east to Syracuse, N. Y., in her high
school sophomore year. She attended Notting-
ham High there and later Syracuse U. for two
years, majoring in business administration.
From January 1946 to April 1947 Miss Brouwer
worked for American and Northwest airlines,
headquartering at one time in Washington,
D. C.

Afer a stint with Real Silk hosiery, Pat
Brouwer joined WAGE Syracuse as a secretary,
being associated with the station (now WHEN)
from December 1947 to October 1949.

It was at this point in her career that Pat
Brouwer felt the urge to return to the familiar
environs of the Midwest. As a result, her next
move was to Chicago and a position at Grant
Advertising.

In her tenures at Grant and Young & Rubi-
cam. Miss Brouwer worked on a variety of ac-
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Page 26 • April 11, 1955

Broadcasting • Telecasting

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ARKANSAS

55 5< J it

TEXAS

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LOUISIANA

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A Shreveport Times Station
I TEXAS

SHREVEPORT, LOUISIANA

ARKANSAS

The Branham Co.
Representatives

Nearly 2 million people live within the KWKH daytime SAMS
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Oklahoma, New Mexico and Mississippi not shown on map.)

50,000 Watts • CBS Radio

Henry Clay
General Manager

Fred Watkins
Commercial Manager

BROADCASTING
TELECASTING

April 11, 1955 Vol. 48, No. 15

SUBSCRIPTION TELEVISION:
THE DEBATE GETS HOTTER

COMMENTS SNOWBALL AT FCC— ZENITH CANCELS CBS PROGRAM

CANCELLED CONTRACTS and violent argu-
ment developed last week as the fight to change
American telecasting by allowing pay-to-see
services developed into a major national con-
j troversy.

With the deadline for FCC comments just
four weeks away, the Commission already has
received more public reaction than any tv issue
has aroused since the 1950 cplor hearings.

Principal developments last week were:

• Zenith Radio Corp. charged CBS-TV with
censoring its April 3 Omnibus commercials pro-
moting subscription tv.

• Accordingly, Zenith said it was cancelling
its April 10 sharing of Omnibus, last program
of the season.

• CBS flatly denied censorship, saying Ze-
nith was trying to deviate from the contract.

• CBS said it would insist on getting paid
for the April 10 Omnibus; it charged Zenith
with "outrageously" inaccurate statements.

• Analysis of comments at FCC showed an
approximate split (185 for pay-see, 175 against).

• The total (360 comments) exceeds a nor-
mal one-year FCC supply for a single issue;
most of the comments take a strong stand one
way or the other.

Fiercest exchange of the week was between
Joseph S. Wright, Zenith vice president and
general counsel, who wrote an indignant letter
to Dr. Frank Stanton, CBS Inc. president, and
Richard S. Salant, CBS vice president and gen-
eral executive, who replied to the Wright letter.

Answering Mr. Wright's charges in connec-
tion with refusal to accept a subscription tv
commercial on the April 3 Omnibus, Mr. Salant
explained that Zenith had been advised the
copy would be rejected under contract terms
limiting commercials to goods and services. He
added that CBS policy limits discussion of
controversial issues to programs designated for
that purpose.

First comments received by the FCC from
the public ran 2-to-l against subscription tv,
following the Feb. 10 call for views [B»T, Feb.
14]. After early March, however, the pro-pay
- forces began to make themselves heard at the
FCC — and in quantity.

A review of correspondence sent to the Com-

mission makes two things clear. The more
articulate correspondents — and based on the
bond note paper and more educated expression,
the higher income group — are favorable to pay-
tv. The less articulate, writing on ruled, cheaper
paper and on postcards, are against subscription
tv.

As might be expected, the few broadcasters
who already have expressed their views are —
with one exception — in favor of pay-tv. These
are KSAN-TV San Francisco, ch. 32; KCEB
(TV) Tulsa, Okla., ch. 23, now off the air, and,
surprisingly, KONA (TV) Honolulu, ch. 11.
Lorrin P. Thurston, chairman of KONA, sug-
gested a dual system of subscription tv and
free tv for stations. Also in favor is WBBB

LETTER WRITERS

MR. WRIGHT MR. SALANT

CBS maintains Wright is wrong

Burlington, N. C. Only station opposing was
KGFF Shawnee, Okla. Both of the last two
are am stations.

A couple of Wyoming broadcast employes
wrote in asking whether they can apply for
Casper ch. 6 for subscription tv. They asked
that their letter be kept confidential.

It will be recalled that heavy support for
subscription tv came last year from a group
of uhf stations, which saw the income from
toll-tv as a help in overcoming uhfs financial
straits.

Also favorable to pay-tv is a Nevada contin-
gent including Gov. Charles H. Russell, Sen.

George W. Malone and Rep. Cliff Young, both
Republicans.

Many physicians have written in favoring
the pay principle. The Assn. of American
Medical Colleges expressed its belief that sub-
scription tv could have serious "potential"
value for doctors' training.

Among the advocates of pay tv who have ex-
pressed themselves in writing are the president
of the Pittsburgh Steelers football team and
playwright Philip Dunning.

The opposition correspondents make much
of the fact that tv is free to low income fam-
ilies who cannot afford to pay for their en-
tertainment. Also referred to are the plight of
shut-ins, pensioners and others on fixed incomes.

Their opposition is sometimes expressed
vividly. Words like "violently opposed," "un-
American and monopolistic," "criminal scheme
from Moscow," and "communistic herring"
are expressions that crop up in some of the
letters.

Not many theatre owners have written in
yet, but the few that have are apparently using
a mimeographed form letter, the salient por-
tion of which reads as follows:

"It is the writer's considered opinion that
such special interest shows and sporting events,
as would normally be presented over this type
of service, would find their best outlet in the-
atres and public places. Such enterprises can
best afford, through admission charges, equip-
ment capable of presenting such events in a
manner worthy of paid viewing.

"It further seems that home presentation
of such programs will tend to syphon off the
best of available material from free broad-
casts, leaving only such material as to make
these broadcasts hardly worth watching.

"It also seems that 'pay-as-you-view' tele-
vision would tend to encourage monopolistic
practices by the organizations owning the co-
axial cable network."

One theatreman, however, doesn't seem to
share his colleagues views on pay-tv. He
asked for information getting FCC-approved
franchises for pay-tv. He also offered to come
to Washington to help the FCC make up its

Broadcasting • Telecasting

April 11, 1955 • Page 31

mind, based on more than 30 years of theatre
ownership and management.

Many letter-writers take broadcasters, net-
works and advertisers to task for trying to
squeeze more income from viewers.

One opposition came from a Frank A. Sause,
who signed himself executive vice president of
the National Assn. of Tv Advertisers, Glens
Falls, N. Y.

In one letter, a Hollywood resident proposed
that subscription tv be permitted for stations
transmitting 1,000-line pictures. This would
give so much more detail than the standard 525
lines, he said, that a lot of people would be glad
to pay for it.

Separate Channel

Another proponent qualified his enthusiasm
by advocating a "separate channel" for subscrip-
tion tv, so "we can continue to enjoy spon-
sored tv."

As the May 9 deadline for comments draws
near, it can be assumed that more and more
expressions will be received from the viewing
public. If they follow the pattern indicated so
far, there is going to be a stand off as far as
the public's attitude toward this new method
of broadcasting is concerned.

Mr. Wright's letter to Dr. Stanton, voicing
the Zenith complaint, charged CBS with "arbi-
trary and unwarranted censorship" and added,
". . . for that reason we refused to participate
in the program of April 3, and ask that our
name not be used in any way in connection
with the forthcoming Omnibus program of
April 10, 1955." He said Zenith felt the pub-
lic has a right to be informed about this sub-
ject (subscription tv). The letter continued:

"Some months ago you refused to permit an
impartial forum discussion of subscription tele-
vision over your station WBBM-TV in Chicago,
and on March 27, 1955, you presented on
Omnibus a program on subscription television
which was unfairly slanted to create an un-
favorable reaction on a program which we
sponsored and over our objections to same.

"In view of press reports that you intend to
oppose subscription television because of its
possible effect upon your present competitive
position, we protest your refusal to permit a
fair presentation of the subject over your facili-
ties, either in a pro-and-con discussion or in
our own paid commercial."

Here is the text of Zenith's proposed com-
mercial:

"Have you ever wondered why you never
see a first run Hollywood movie or new Broad-
way play on your home television set? Have
you wondered why certain heavyweight cham-
pionship fights are no longer on home tv?

"The answer is simple!

"Advertising sponsors of the home tv you
now enjoy simply cannot pay the price to
bring you first run Hollywood movies, Broad-
way plays, and many other big box office
events. But there is a way for you to get this
great entertainment in addition to the fine fare
you now enjoy on home tv. Subscription tele-
vision can bring you on the same screen you
are now watching programs not now available
on an advertising-sponsored station. Subscrip-
tion television has been perfected and is now
ready to serve you all the world's great box
office entertainment. You would have the op-
portunity, if you chose, to pay a small fee to
see these great events without the inconvenience
of leaving your home, and at a fraction of the
present box office cost.

"Subscription television would supplement
the present programming and provide an extra

and optional service which you would use only
as you wanted and when you wanted it.

"The Federal Communications Commission
in Washington, D. C, wants to find out whether
it would be in the public interest to approve
subscription television as a supplement to pres-
ent broadcasting.

"The Commission has asked all interested
persons to send them comments on or before
May 9, 1955. Are you interested?

"For further information, write Zenith Ra-
dio Corporation, Chicago 39, Illinois — who
brought you this announcement in the public
interest."

Mr. Salant's reply follows:
Dear Joe:

I am replying to your letter of April 4, ad-
dressed to Dr. Stanton, and relating to CBS
Television's refusal to accept certain controver-
sial advertising copy submitted by Zenith for
use in connection with the April 3 broadcast of
Omnibus. In your letter you have taken a posi-
tion which I believe to be wholly wrong and you
have made some important errors of fact:

1. As you have already been notified by wire
from Mr. William H. Hylan, regardless of your
non-participation in the April 3 and 10 Omnibus
broadcasts, we look to you for payments for
both broadcasts.

2. You are in error in alleging that our re-
fusal to accept the commercial continuity which
was submitted by you for the Omnibus program
of April 3 was an arbitrary and unwarranted
censorship on our part or that it stemmed from
our intent to oppose subscription television.
The proposed commercial copy which dealt
solely with advocacy of subscription television
was a violation of the contract between CBS

Television and Zenith covering its co-sponsor-
ship of Omnibus. Paragraph 2 of the contract
explicitly provides: |
"Products or services. The broadcast
time period shall be used for the adver-
tising of the following products and/ or
services of advertisers, and for no other
product, service or purpose without prior i
notice to and approval by CBS Television."
Further, by letter of Oct. 22, 1954, your
advertising agency, in placing its order for Ze-
nith's participation in Omnibus, expressly stated:
"It is understood the products which may
be advertised during the Zenith portion of
the program will include radio and televi-
sion receivers, phonographs, and hearing
aids."

Violates CBS Policy

The proposed copy did not deal with a prod- !
uct at all, hence it was excluded from the con-
tract. Further, as both Dr. Stanton and I per-
sonally advised you in another connection on
Friday, March 25, it is a fixed policy of CBS
not to permit commercials dealing with con-
troversial public issues to be broadcast in the
course of an entertainment, news or other pro-
gram not specifically devoted to discussion of
such issues. As we explained to you, this is a
uniform policy which we have invoked in a
number of instances. We believe that such a
policy is distinctly in the public interest and
that for many reasons it is highly undesirable
to intersperse in the form of commercials a
sponsor's views on controversial issues in the
course of programs other than those designed
for such a purpose. You in no way indicated
any disagreement with that policy even though

GRASS ROOTS COMMENTS

HERE are some samples of the type of
letters the FCC has been receiving on the
question of subscription tv:

Portland, Ore. — Sir: Whats the matter
with you birds. Where do you think the
average guy is going to get the dough?
He won't pay for toll tv. Any blockhead
should be able to see its just another sucker-
play. The T.V. sponsors and stations are
making a mint now getting rich.

Yours disgustedly,

Millbrae, Calif. — Gentlemen: "Public
Asked to Speak Up on 'Pay-TV'," says my
morning Chronicle.

This is just what I have been wanting to
do — speak up for opportunity to have the
choicest entertainment in my home. Please
put this family on record as HEARTILY
FAVORING PAY TV.

I have long followed the efforts of Zenith
and others, and wish you would give them
a chance to demonstrate.

Considering what many families now pay
for entertainment plus the considerable in-
vestment in radio and tv in the home, plus
regular maintenance expense and monthly
power bills, YOU WILL DO SOMETHING
FOR THE AMERICAN FAMILY AND
THEIR FRIENDS by letting us subscribe to
superior entertainment in our homes.

Please do not think of the "great Ameri-
can public" — there isn't any. We are a lot
of American minorities in our tastes, edu-
cational backgrounds, and ambitions in
life. Give us more stations, greater variety

of programs, encourage producers to give
repetitions of their best shows. We want
more OMNIBUS, and NBC TV WORK-
SHOP productions. This family is willing
to pay for the product by direct charge.
Cordially,

* * * * *****

Pittsburgh — Gentlemen: As my friends
and I have read in the newspaper that the
Television people is trying to get coin
boxes in homes to see television — and collect
for same, will state that we are not going to
have such a system in our homes, as we pre-
fer the nice commercials that go with the
programs. And what is wrong in the spon-
sors selling their merchandise? Many items
I saw commercialized on T.V. I purchased
as I did not know of them before, nor
my friends. In fact, they giving us nice pro-
grams induced us to purchase their products
— so why now must we consider the slot ma-
chines and have collectors pick up coins
from our homes for entertainment. If I wish
to see some large productions it is wonder-
full to dress andgo to the theatre for such
entertainment.

So please do not pass such a coin box slot
machine idea off on the public — let the
theatre people own the larger productions
and earn a livelihood too.

We pay enough for a Television set in
our homes and wish to enjoy it as we like —
notas the money mongers want us to do.

Yours truly,

*********

Page 32 • April 11, 1955

Broadcasting • Telecasting

ADVERTISERS & AGENCIES

now you characterize it as an act of censorship
or bad faith.

3. We did not refuse to permit "an impartial
forum discussion of subscription television" over
WBBM-TV in Chicago. That episode, which
occurred in November of last year, was not a
result of company policy and was at most a
matter of misunderstanding.

4. You are outrageously and knowingly
wrong in your statement that "on March 27,
1955 you (CBS) presented on Omnibus a pro-
gram on subscription television which was un-
fairly slanted to create an unfavorable reaction
on a program which we (Zenith) sponsored and
over our (Zenith's) objections to same." This
matter was fully discussed with you on March
25. We explicitly asked you, after you had
seen the proposed copy which had been prepared
and provided by the Ford Foundation's Tv-
Radio Workshop, producers of Omnibus,
whether you wanted to take the position that
the segment dealing with subscription television
should be deleted from Omnibus. You took the
position that you did not want to ask for its
omission. On the contrary, you discussed with
me certain changes which you wished to make
in the copy to which you objected. In your
presence I called Mr. Robert Saudek, director
of the Tv-Radio Workshop, and Mr. Saudek
agreed to make every one of the changes which
you suggested.

You are completely in error when you state
that the program "was unfairly slanted to create
an unfavorable reaction." The clear facts are
that there were two spokesmen in favor of sub-
scription television on this program, one spokes-
man who could be characterized as a neutral
in his comments, and one spokesman, Mr.
George Storer, who was opposed to subscription
television. The quality of the sound in that
portion of the program devoted to Mr. Storer's
remarks was inferior and difficult to understand.
As a result of this unfortunate operational
error, if the program was unfair at all it was
unfair to the opponents and not to the pro-
ponents of subscription television. In fact, one
group opposing subscription television, the Com-
mittee Against Pay-As-You-See Television, vig-
orously and publicly protested that the program
was indeed unfair to them.

5. Your charge that we have refused to permit
a fair presentation of subscription television
over CBS facilities "either in a pro-and-con dis-
cussion or in our (Zenith's) own paid commer-
cial" is unjustified. As you must know from
detailed reports in the trade press, Dr. Stanton
informed Philip F. Harling of the Committee
Against Pay-As- You-See Television, in a wire on
March 29, 1955, that CBS "proposes on some
Sunday shortly after April 10, during the period
now occupied by Omnibus, to devote a full pro-
gram period of one-half or an hour to a more
comprehensive discussion of the entire issue of
subscription television." Our plans for this
program are now actively proceeding.

It should be stated for the record that I wholly
disagree with your characterization of Zenith's
proposed commercial as "a fair presentation" of
the issues; any examination of the proposed
commercial establishes that it was solely devoted
to the pro's of subscription television with no
reference to any con's.

Sincerely,

(Signed) Richard S. Salant
(CBS Vice President and
General Executive)

COTY SUES REVLON, WEINTRAUB, CBS;
CHARGES THEFT OF TV COMMERCIAL COPY

But Hazel Bishop states 'Wake Up Beautiful' copy theme was created
for its lipstick, not Coty's nor Revlon's, in 1950.

COTY Inc. cosmetic firm, a tv spot advertiser,
has filed a federal civil suit against Revlon
Products Corp. (network and spot advertiser),
William H. Weintraub & Co. and CBS, charging
false representation, copyright infringement and
misappropriation of advertising material in its
tv commercials.

The action, filed last Thursday in the United
States District Court, Southern District of New
York, alleges misuse of a trademark, "Wake Up
Beautiful," the advertising theme and claims
embodied in the current advertising and sales
campaign to introduce Coty "24," an "entirely
new type" of lipstick.

Norman B. Norman, vice president and ac-
count executive on Revlon at the William H.
Weintraub agency, told B®T that there was "no
truth" in the charges and he denied "each and
every one of the allegations."

Julius F. Brauner, secretary of CBS, explained
that the network had not been served with the
papers and therefore could not make a state-
ment.

A spokesman for Hazel Bishop Inc., one of
the largest tv advertisers in the cosmetic field,
stated that, although it would not discuss the
merits of Coty's lawsuit against Revlon, Hazel
Bishop Inc. had advised Coty that Bishop's ad-
vertising agency, Raymond Spector, had origi-
nated this very campaign idea in 1950 and con-
tinued to work on it continuously ever since.
The Hazel Bishop spokesman claimed it was
strange that the very same caption and much
of the copy that appears in the Coty campaign
had been prepared by the Spector agency as
early as 1951 and 1952. These all included the
phrase "wake up in the morning beautiful." The
Hazel Bishop spokesman also said it was well
known for some time in various circles that
Hazel Bishop Inc. intended to promote this

benefit which could be achieved by users of
Hazel Bishop Long-Lasting Lipstick.

The Coty suit against Revlon charged that,
after Coty began its campaign in January of
this year, Revlon, aided by the co-defendants,
began in March to use the same theme and
claims to promote a standard Revlon product
for which no new features had previously been
claimed.

"Wake Up Beautiful," Coty's companion
trademark to "24," has allegedly been misap-
propriated by Revlon. The complaint char-
acterizes Coty "24" as the longest wearing lip-
stick offered for sale in the United States and
"the only lipstick which forms a thin coloration
that becomes bonded to the lips."

"Said lipstick has the unique characteristic
that when applied in the evening it may be re-
moved with soap or cream before retiring and
permits the user thereof to awaken in the morn-
ing with alive color on her lips," the complaint
states. It alleges further that Revlon has made
false claims for its lipstick, "which is the same
lipstick without any change in formula which
defendant Revlon has been selling for years and
the color of said lipstick will not stay upon the
lips for any appreciable length of time after
normal removal of the lipstick itself."

Coty officials said tests lasting many months
and involving the participation of 6,000 women
were conducted to verify the unique characteris-
tics of Coty "24" before the product was
introduced.

"Obviously, Coty sustains a heavy loss
through competition of this kind," Philip Cort-
ney, Coty president, said. "Of equal importance,
however, are the underlying issues which this
case poses, and the losses which the entire in-
dustry can suffer from them. If practices such
as we cite here were to spread very far in the

AT a news conference announcing the June 5 entry into network radio by F. W.
Woolworth Co. (dime stores), which will sponsor a new full-hour musical series on CBS
Radio, are (I to r) Adrian Murphy, president of CBS Radio; Percy Faith, musical conductor
of The Woolworth Hour; E. C. Burman, Woolworth Co. advertising director; Rae C. Mc-
Laren, Woolworth vice president, and Macdonald Carey, host of the upcoming program.

Broadcasting • Telecasting

April 11, 1955 • Page 33

FASHION EXPERTS PLAN RADIO-TV USE

nation's trade channels, the result would be

chaos.

"No industry could hold the confidence and
good will of the consumer if the bars of com-
petitive ethics were suddenly lowered to coun-
tenance actions which were considered unsound
and illegal decades ago. The unwritten, as well
as the written, laws of integrity and fair dealing
which prevail in an industry are vital to con-
sumer protection. Despite all the safeguards
erected by federal regulation, the responsibility
for honest representation of a product's prop-
erties will forever rest primarily with the
manufacturer.

"A major question here, it seems to me, is
whether busines will continue to move forward
in its bid for public confidence or return to the
dark ages of dog-eat-dog competition. We can-
not have orderly progress in any industry if
innovators and investors can so easily be de-
prived of the fruits of their enterprise."

Examples of Revlon's alleged misuse of Coty's
copyrighted material were filed as exhibits to
the complaint, including excerpts from the com-
mercial films on Danger and the Jack Paar Show
on CBS-TV.

Revlon Footsteps Covered

Mr. Cortney said at a news conference, held
Thursday morning at New York's Biltmore
Hotel to announce the law suit, that originally
Coty planned to concentrate in 50 television
markets but after a few weeks was forced to
appropriate an additional $250,000 to expand to
areas where Revlon had entered. He said that
Revlon claims of lipstick color lasting overnight
were untrue; that the first thing the consumer
would discover was that it was not true, and
that then Coty had to follow in those areas
where the consumer had lost confidence because
of Revlon's claims.

Mr. Cortney also said that he tried to avoid
a law suit and took three steps to prevent it:
( 1 ) that he called Charles Revson, president of
Revlon Products, and told him about the copy
and Mr. Revson promised to check and call
back but never did, (2) that Mr. Cortney in-
formed the Toilet Goods Assn. which wrote
to the agency and the sponsor but felt it could
not police the industry and (3) that he went
to the Better Business Bureau which also drew
attention to the matter.

The suit is a civil action. "The amount
in controversy, exclusive of interest and costs,
exceeds the value of $3,000" the complaint
states. In effect, it was said, the suit is not for
the monetary value but for injunction purpose.

Spokesmen for Revlon Friday categorically
denied all the allegations.

Pulse N. Y. Survey Shows
Minorities 62% of Residents

SURVEY conducted in January by Pulse Inc.,
New York, for the Joseph Jacobs organization,
advertising and public relations firm, has re- k
vealed that Jewish, Italian, Negro and Puerto
Rican residents of New York comprise 62%
of the city's total population.

Pulse estimates were based on interviews with
1,585 housewives in the five boroughs of the
city. Dr. Sydney Roslow, director of Pulse,
said that the findings "underline the need for
special advertising and sales approaches to sell
each of these markets within America's largest
market."

The survey was part of the "Inventory of
Food & Drug Products" conducted annually
since 1944. The information relating to trends
in product usage and brand preference in the
food and drug field will be released shortly,
Dr. Roslow said.

New York group of designers
plans $6 million center fully-
equipped for national broad-
casting-telecasting of new cre-
ations. Seasonal time buys
also contemplated.

LEADERS of New York's apparel and fashion
industries met last week at the Waldorf-Astoria
for a glimpse into radio-tv plans aimed at main-
taining the city's leadership in the world of de-
signs and creations.
At the meeting, it was revealed :

• By the middle of 1956, a $6 million, 10-
story fashion center will be built at an un-
specified location north of New York's garment
district and south of the city's new Coliseum
now under construction at Columbus Circle.
Part of the structure's fifth floor will be devoted
to a radio-tv control center, fully-equipped for
nationwide broadcasting.

• Once this building is up, the industry will
look to nationwide tv timebuying on what is
likely to be a seasonal basis.

The latter plan, when it was unveiled at the
meeting, reportedly was met with a response
indicating that the top garment makers would
be willing to enter into such a national project.

The key to tv plans is in the proposed build-
ing itself.

The center will be financed through bond
issues sold to members of the garment industry
in $1,000 to $5,000 units per member. At first,
the fashion center will be limited to 3,000
members who represent about 17% of the
17,800 firms allied with the fashion industry in
New York.

According to Joseph Love, operator of Joseph

Love Inc., New York, maker of children's
dresses, and spokesman for the project, $250,-
000 already has been pledged by his industry.

In the tentative plans for the center, de-
signed by Sydney Goldstone, New York archi-
tect, are a facade of limestone, aluminum and
glass, and facilities for all members of the
fashion industries, including firms dealing in
men's, women's and children's clothing and
accessories. A 2,000-seat auditorium, lounges,
private dining rooms, headquarters for out-of-
town press representatives (including radio-tv),
a museum of fashion, a fashion library and a
Fashion Hall of Fame, are in the plans.

Private Showings

Still other rooms, in addition to the audi-
torium, will be equipped for private showings,
which, according to Mr. Goldstone, could be
arranged for radio-tv pickup, channeled through
the control center.

According to the building's planners, this
"super show case" for New York fashion would
contain "all the facilities required to set forth
New York fashions in a glamorous manner in
order that their style messages may reach all
parts of the country as quickly and efficiently
as possible."

Mr. Love sees varied uses of the building's
radio-tv facilities. In addition to regular time-
buying on a seasonal pattern for national
showings (assuming that the project's fathers
would approve a budget), tie-ups with regular
network programs would be sought and other
promotional or merchandising plans could be
formed.

The idea of the building also is to establish
a fashion hookup with conventions being held
in the new Coliseum. Regular tie-in programs

Network Feb. Gross 17.5% Over Feb. '54

ABC*
CBS
MBS
NBC

Total

ABC
CBS
DuM
NBC

COMBINED gross time
sales of tv and radio net-
works in February, to-
taling $41,298,379, gained
17.5% above the Febru-
ary 1954 total, according
to Publishers Information
Bureau computations.

A slightly less drastic
drop was noted in net-
work radio when compar-
ing February with the
same month last year, and
also last January com-
pared with January 1954.
February decline of the
four radio networks was
16.7% compared to
18.8% off in January
[B«T, March 14].

In tv, the networks
combined grossed 35.7%
more in February than in
the corresponding month
last year. Individually,
all the tv networks, ex-
cept one, were up sub-
stantially.

Total January-February gross billings for
the network: radio— $20,947,920 in 1955
compared to $25,490,176 in 1954; television
—$64,598,395 in 1955 compared to $48,-

February
1955
$ 2,335,414
3,950,767
1,291,938
2,584,620

$10,162,739

NETWORK RADIO

February
1954
$ 2,494,737
4,749,512
1,783,452
3,176,849

$12,204,550

Jan. -Feb.
1955
$ 4,822,554
8,132,072
2,664,470
5,328,824

$20,947,920

NETWORK TELEVISION

Total

Jan.
Feb.
Total

$ 3,567,696
14,694,726
597,275
12,275,843

$31,135,540

$ 2,502,372
9,965,481
1,108,157
9,368,148

$22,944,158

$ 7,285,891
30,525,867
1,321,235
25,465,402

$64,598,395

Jan. -Feb.
1954
$ 5,325,391
9,915,686
3,680,377
6,568,722

$25,490,176

$ 5,282,946
20,678,810
2,553,765
19,485,085

$48,000,606

NETWORK RADIO TOTALS TO DATE

ABC CBS MBS NBC TOTAL

$2,487,140 $4,181,305 $1,372,532 $2,744,204 $10,785,181

2,335,414 3,950,767 1,291,938 2,584,620 10,162,739

$4,822,554 $8,132,072 $2,664,470 $5,328,824 $20,947,920

NETWORK TELEVISION TOTALS TO DATE

ABC CBS DuM NBC TOTAL

$3,718,195 $15,831,141** $ 723,960 $13,189,559** $33,462,855**

3,567,696 14,694,726 597,275 12,275,843 31,135,540

$7,285,891 $30,525,867 $1,321,235 $25,465,402 $64,598,395

* In order to maintain continuity and comparability with previously pub-
lished data, an adjustment factor of 1.817 has been used by P. I. B. in
calculating gross network radio time charges for those nighttime network
radio programs where ABC Rate Card No. 6 was in effect.
** Revised as of 4/4/55.

000,606 in 1954. For the first two months
comparison, this roughly comes to some $4.5
million down in radio but about $16.4 mil-
lion up in television.

Page 34 • April 11, 1955

Broadcasting • Telecasting

would be initiated at the center for the women
attending the convention — auxiliaries and other
women's organizations. Highlights of these
shows also could be televised.

At last week's meeting, New York's Mayor
Robert Wagner said he had indorsed the idea
of a fashion center, and that when plans are
set, the city would help by offering technical
assistance and, if possible, reduce the cost by
purchasing land as it did in the case of the
Coliseum.

NEHI SERIES SET
FOR 193 STATIONS

Other big buys made last
week by Florists' Telegraph,
G&D Wines, Wax Paper Mer-
chandising Council, Peerless
Corp. and Brioschi.

NEHI Corp. (Royal Crown Cola), Columbus,
Ga., will sponsor a quarter-hour tv series on
more than 193 stations, one of the largest
quarter-hour spot campaigns placed in televi-
sion and lead-
ing several
other advertis-
ers in spot and
participation
buys last week.

Other adver-
t i s e r s were
Florists' Tele-
graph Delivery
Assn., G&D
wines, Brioschi,
Wax Paper
Merchandising
Council and
Peerless Corp.

N e h i will
sponsor the
Ames Brothers
in a weekly miniature musical tv series entitled
The Ames Brothers, starting on varied dates
during April, on 193 stations. The show is a
quarter-hour musical comedy, produced by Re-
vue Productions. Commercials have been done
by Joan Benny, who uses an informal approach,
and draws rather freely on mentions of her
father, comedian Jack Benny. BBDO, New
York, is the agency.

Gambarelli & Davitto (G&D wines),
through Honig-Cooper Co., San Francisco,
is placing a spot campaign directed toward Ital-
ian-American audiences. The spots feature
Lido Belli and were produced by Empire Film
Production Corp., New York.

Brioschi (anti-acid) effective April 8 started
a radio spot announcement campaign using
over 80 one-minute spots per week in the New
York metropolitan market in an attempt to
become a New York-known trade name. It
is the advertiser's largest campaign. David J.
Mahoney Inc., New York, is agency.

Wax Paper Merchandising Council is spend-
ing $50,000 in an advertising test in Philadel-
phia with approximately $25,000 going into
radio and television starting April 18. If suc-
cessful, the test will be explained. Ruthrauff &
Ryan, Chicago, is placing campaign.

Florists' Telegraph Delivery Assn. and Inter-
flora, New York, will expand their all-time-
high advertising program using a spot radio and
television campaign before Easter and Mother's
Day. In addition to spots, the firm through
its agency, Grant Adv., New York, has bought
participations on Today, Home and Tonight,
all on NBC-TV.

FTD, an association of 10,000 U. S. and Ca-

MISS BENNY

nadian florists who send flowers by wire, re-
ports that sales are 6.7% above the same period
last fiscal year. Interflora, with an additional
8,000 retail florists around the world, reports
sales increases of over 20%. Easter, Mother's
Day and Christmas are the three biggest floral
holidays.

Peerless Corp. (Broil-Quick broiler-rotis-
series), through Hicks & Greist, is so satisfied
with the sales results achieved through its par-
ticipations on the Steve Allen Tonight show on
NBC-TV that it has become the first charter
member to renew its contract, Max Steinbook,
president, announced last week.

Mr. Steinbook revealed that evidence of Mr.
Allen's ability to create consumer demand for
a product was found in markets where Broil-
Quick was advertised only on the tv show.
Consumer demand for the company's appli-
ances in these markets was, at times, higher
than in areas supported by other media.

The new contract runs until Dec. 31.

Hallmark Sponsors NBCs
New Color Tv Drama Series

HALLMARK CARDS will sponsor the new
NBC-TV 90 minute, monthly dramatic series,
planned for next season in color, Sylvester L.
Weaver Jr., president of NBC, announced last
week.

Mr. Weaver said Maurice Evans will star in
two of the productions planned and will assem-
ble stage and screen personalities for the others.

Mr. Evans had appeared three times during
the past two seasons on Hallmark productions
of Shakespearean plays. The new series will
include Shakespearean plays and also original
works written for it.

After Peter Pan's success, the network ad-
vertised that Mr. Evans would produce a series
of 90-minute dramatic programs called Sunday
Matinee. The series will start Oct. 23 with
originations from NBC's color studios in Brook-
lyn and Color City at Burbank, Calif., NBC-TV
said.

Hallmark Cards, through Foote, Cone &
Belding, will replace its current drama series
on NBC-TV (Hallmark Hall of Fame, Sundays,
5-5:30 p.m. EST) with the new drama show,
which will be seen Sundays, 4-5:30 p.m. EST.

Chevrolet, O'Cedar Splurge
In Daytime Radio on ABC

DAYTIME sales at ABC Radio perked up last
week when the network announced that the
Chevrolet Div. of General Motors Corp.,
Detroit, and O'Cedar Corp., Chicago, had
arranged for special campaigns this month.

The sponsorship by Chevrolet of the Monday,
Wednesday and Friday 9:45-10 a.m. EST seg-
ments of Breakfast Club (Mon.-Fri., 9-10 a.m.
EST), starting April 18, was described as the
first move by a major automotive manufacturer
into daytime radio. Campbell-Ewald Co., De-
troit, is the agency for Chevrolet.

O'Cedar's contract, placed through Turner
Adv., Chicago, covers sponsorship of 50 day-
time news and feature programs, concentrated
in a 10-day period, starting this Saturday. The
purchase is for the full network of 350 stations.

Campbell to Buy Swanson

PLANS to purchase C. A. Swanson & Sons,
Omaha, frozen food company, were announced
last week by Campbell Soup Co., Camden,
N. J. Terms of an agreement which are now
being worked out call for Campbell to acquire
all of Swanson's outstanding stock in exchange

COLORCAST I NO

Advance Schedule
Of Network Color Shows

CBS-TV

April 14 (8:30-9:30 p.m.): Shower of
Stars, "Ethel Merman's Show-
stoppers," Chrysler Corp.
through McCann-Erickson.

April 17 (11-11:15 p.m.) : Sunday News
Special, Norwich Pharmacal
Co. through Benton & Bowles.

May 4 (10-11 p.m.): Best of Broadway,
"Broadway," Westinghouse elec-
tric Co. through McCann-
Erickson.

May 12 (8:30-9:30 p.m.): Shower of
Stars, "High Pitch," Chrysler
Corp. through McCann-Erick-

NBC-TV

April 15 (11 a.m.-12 noon): Home, in-
sert on fashion, participating.

April 24 (7:30-9 p.m.): Max Liebman
Presents, Hazel Bishop Inc.
through Raymond Spector Co.,
and Sunbeam Corp. through
Perrin-Paus Co.

May 2 (8-9:30 p.m.): Producer's Show-
case, Ford Motor Co. through
Kenyon & Eckhardt, RCA
through Kenyon & Eckhardt,
Al Paul Lefton and Gray Adv.
Agency.

May 7 (9-10:30 p.m.): Max Liebman
Presents, Oldsmobile Div., Gen-
eral Motors through D. P.
Brother & Co.

[Note: This schedule will be corrected to
press time of each issue of B*T.]

for Campbell stock. Campbell, which has nine
plants in the U. S. and Canada, will also acquire
the ten plants where Swanson products are
made.

Campbell, until its recent entrance into the
frozen-food field, was principally a canned-food
manufacturer.

Campbell, a regional and national advertiser,
is sponsor of Dear Phoebe on NBC-TV and
Lassie on CBS-TV.

Marcus Explains Doeskin's
Reliance on Network Radio

DURING an NBC closed-circuit broadcast last
week to affiliated stations, Ray Marcus, mer-
chandising manager of Doeskin Products Inc.,
advised network radio to look ahead to the
beginning of "great new days." The broadcast
was aired in connection with the start of Doe-
skin's sponsorship of Dr. Norman Vincent Peale
Monday through Friday on NBC Radio, 10:05-
10:15 a.m. EST.

Doeskin recently switched from daytime tele-
vision to daytime radio and has increased its
1955 advertising expenditures by more than
$100,000 over 1954. Mr. Marcus explained
that "we are back in radio because we believe
in it. We believe radio sells merchandise despite
television and what others may think. And we

Broadcasting • Telecasting

April 11, 1955 • Page 35

ADVERTISERS & AGENCIES

believe the way to reach women in the daytime
is through radio."

Network personnel were urged by Mr. Mar-
cus to "act and think" as they did before tele-
vision. Host of the closed-circuit broadcast
was Sylvester L. Weaver Jr., president of NBC.
Other participants were: Jules Singer, vice presi-
dent of Grey Adv., and Dr. Peale, pastor of
Marble Collegiate Church, New York.

General Foods Elects
Hampton Exec. Vice Pres.

GEORGE HAMPTON was elected executive
vice president of General Foods Corp., White
Plains, N. Y., at a meeting of the board of
directors last week. The directors also named
the following new vice presidents:

Robert H. Bennett, general manager of the
Associated Products Division; Herbert M.
Cleaves, general manager of the General Foods
Sales Division; Edwin W. Ebel, marketing di-
rector; F. J. Otterbein, general manager of the
Birds Eye Division; Wesby R. Parker, general
manager of the Post Cereals Division, and Roy
H. Walters, director of research and develop-
ment.

Mr. Hampton has been operating vice presi-
dent of General Foods since 1951 and a direc-
tor of the corporation since last year. He
joined the company in 1925 and held various
industrial relations and managerial positions
in various divisions before becoming general
manager of the Franklin Baker Division in
1946.

Mr. Hampton and the other new vice presi-
dents make their headquarters in White Plains,
except Mr. Parker, who is located in Battle
Creek, Mich.

Jane Wyman Sought
For P & G Tv Series

NEGOTIATIONS are underway between Proc-
ter & Gamble Co. and its agency, Comp-
ton Adv., New York, and Jane Wyman, Acad-
emy Award winning motion picture star, for a
tv series to be presented in the fall. The new
filmed dramatic show, which will mark Miss
Wyman's debut in a regular tv series, will suc-
ceed the present Fireside Theatre sponsored by
P&G for Ivory Soap and Crisco on NBC-TV,
Tuesdays, 9-9:30 p.m. The new program, which
will star and be produced by Miss Wyman, is
expected to be a new and different version of
Fireside Theatre. Change is part of NBC-TV's
move to strengthen its Tuesday night lineup.

Gerber Airs Polio Report
On ABC Network Tomorrow

GERBER Baby Food Fund, Fremont, Mich.,
will present a special documentary broadcast,
"Report on Salk Vaccine," giving latest devel-
opments in the fight to conquer infantile pa-
ralysis, over ABC Radio tomorrow (Tuesday),
2-2:30 p.m. EST. In sponsoring this special
public interest broadcast, the fund will omit
the commercial portions of the program, con-
fining itself only to the opening and closing
sponsorship identifications required by FCC.
DArcy Adv. is the agency.

For the broadcast, ABC Radio will tape
record the entire three-hour news conference
on the Salk vaccine to be held tomorrow morn-
ing, starting at 10 a.m., at the U. of Michigan,
Ann Arbor. Dr. Thomas F. Francis, head of
the task force of scientists which has been
evaluating the vaccine, will report the finding
of the group.

LATEST RATINGS

IELSEN

Top 10 Television Programs

(Two Weeks Ending March 12)

Number of Tv Homes Reached

Homes

Rank

Program

(000)

Peter Pan (NBC)

20,405

1 Love Lucy (P & G) (CBS)

17,892

Jackie Gleason Show (CBS)

1 6,986

Toast of the Town (CBS)

16,130

Disneyland (ABC)

15,772

Dragnet (NBC)

14,658

You Bet Your Life (NBC)

14,468

Jack Benny Show (CBS)

14,399

Bob Hope Show (NBC)

14,398

10.

Buick-Berle Show (NBC)

13,892

Percent of Tv Homes Reached Program Station

Basis

Homes

Rank

Program

Peter Pan (NBC)

66.1

1 Love Lucy (P & G) (CBS)

57.4

Jackie Gleason Show (CBS)

54.9

Toast of the Town (CBS)

51.7

Disneyland (ABC)

50.6

Dragnet (NBC)

46.4

Jack Benny Show (CBS)

46.3

Bob Hope Show (NBC)

46.0

You Bet Your Life (NBC)

45.8

10.

Stage Show (CBS)

45.0

Douglass, Inge Elected
Vice Presidents at Bates

JAMES C. DOUGLASS, director of radio and
television department of Ted Bates & Co.,
New York, and Benson Inge, director of public
relations for the agency, have been elected
vice presidents.

Mr. Douglass joined Ted Bates in 1953 in
the newly-created post of director of radio and

MR. DOUGLASS

MR. INGE

television after service as vice president in
charge of radio and television for Erwin-Wasey
& Co. Prior to that he was director of radio
and tv activities for Colgate-Palmolive Co.

Mr. Inge, vice president-director of public re-
lations, has been with the agency since 1941.
Before that he was with Benton & Bowles and
worked as a newspaperman on several New
York newspapers.

Food Freezer Plan Firm
Indicted for Grand Larceny

GRAND JURY indictments of grand larceny
were handed up in Queens County (New York)
last week against a food freezer club and five
of its officers and salesmen, who were accused
of selling $235 freezers for about $700 with
the aid of television and radio advertising and
telephone solicitation.

The indicted firm was the United Food Club
of America, with offices in Brooklyn and
Newark. Officers of the company indicted were
Samuel Cohen, secretary-treasurer, and Sol
Rosen, sales manager.

Assistant District Attorney Frank J. Mc-

Glynn voiced the belief that this was the first
indictment in Queens growing out of television
advertising. He said other food plans are being
investigated, but declined to estimate the total
amounts of alleged "gouging" involved.

Mr. McGlynn said customers were offered
$100 to $125 worth of "free food" with each
freezer and were promised they would save
30% on their monthly food bills. He claimed
that United Food Club of America had no
control over the price or quality of the food,
which was supplied by an independent com-
pany, and added that in one case, a woman
told him the gift food had a retail value of $62.

Creamer, Kudner Copywriter,
Dies at 41 in N. Y. Hospital

JOSEPH CREAMER, 41, copywriter for the
Kudner Agency, New York, and for many
years promotion and research director of Mu-
tual's WOR New York, died last Monday in
Medical Arts Hospi-
tal in New York af-
ter a brief illness.
Funeral mass was
said at St. Ignatius
Loyola Church in
New York last
Wednesday.

Mr. Creamer was
with WOR and, after
its formation, WOR-
TV, from 1936 to
1952, serving most
of that time as di-
rector of promotion
and research. After
leaving the WOR stations he served as an ad-
vertising consultant to B*T and other industry
clients in 1953-54 prior to joining Kudner on
Oct. 1, 1954.

A native New Yorker, he attended Harvard
and Columbia U., was a special student at the
Grand Central School of Art and the Art Stu-
dent League, and was graduated in advertising
from a correspondence school. He served with
BBDO from 1930 to 1933, then joined the
staff of the New York Sun, from which he
moved to the Frank A. Munsey Co., magazine
publishers, as publicity and promotion manager.

He was with McCall Corp. as editorial and
circulation promotion and publicity director
from 1935 until he moved to WOR in 1936.

Mr. Creamer won the Harvard U. Annual
Advertising Award in 1938 for excellence in
copy, in 1940 for excellence in creative typog-
raphy and design, and in 1941 for creative
excellence.

Survivors include his wife, Ruth.

Laundry Foundation Begins
$250,000 Tv Campaign

THE PROFESSIONAL Laundry Foundation,
Newark, N. J., consisting of 350 professional
power laundries in Connecticut, New York,
New Jersey, Pennsylvania and Delaware, has
announced the appointment of Feigenbaum &
Wermen Adv. Agency, Philadelphia, to handle
a quarter-million dollar television advertising
program.

The campaign, tentatively scheduled to start
May 15, will promote the services of the pro-
fessional laundry and will include tv partici-
pations in feature programs on New York and
Pennsylvania tv stations. The advertising will
be backed up by a merchandising plan available
to all participating laundries and by an extensive
publicity and promotion campaign.

Page 36

April 11, 1955

Broadcasting

Telecasting

WHO IS IOWA'S

FAVORITE RADIO STATION

for DAYTIME LISTENING!

WHO

59.2%

WMT f 29.4%

■■MMBBMiawMMWMMMMII 1 1 IMP IIIIHMIIII ■■ ■! IIIIW IW':

X he chart is lifted intact from Dr. Forest L. Whan's
1954 Iowa Radio-Television Audience Survey — the seventeenth
annual edition of the Survey which has become recognized
everywhere as the No. 1 authority on the broadcast
audience in Iowa.

Iowa radio listeners' continuing, overwhelming preference
for WHO is far from a lucky accident. It's the result
of unprecedented investments in broadcast facilities — in
programs and programming — in Public Service and
in audience promotion.

Whether or not your advertising needs suggest your use
of WHO (or WHO-TV), if you're advertising in Iowa, you
should by all means study the 1954 I.R.T.A. Survey.
Write direct for a copy, or ask Free & Peters.

FREE & PETERS, INC., National Representatives

BUY ALL of IOWA-
Plus "Iowa Plus"-with

WHO

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President
P. A. Loyet, Resident Manager

Here is a conclusive combination of two significant things : (1) a map showing
our important and prosperous Industrial Heart of America — five states with
a built-in buying power that totals close to four billion dollars — and
(2) the mastheads of over 30 daily newspapers which always carry WSAZ-TV's
program logs. They do this because their readers want to know what WSAZ-TV
is bringing them every day throughout this whole 125-mile sweep. You can't

beat the barometer of public demand !

Nor can you beat the selling influence of WSAZ-TV in about half a million
TV homes. Words are fine — but solid proof is better. The nearest

Katz office has lots of the latter.

Huntington-
Charleston,
West Virginia

CHANNEL 3
Maximum Power
NBC BASIC NETWORK

affiliated
ABC & Du Mom

also affiliated
with Radio
Stations WSAZ.
Huntington «fc
WGKV, Charleston
Lawrence H. Rogers,
Vice President and
General Manager.
WSAZ, Inc.
represented
nationally
bv The Katz
Agency

ADVERTISERS & AGENCIES

NEW BUSINESS

General Baking, N. Y. (Bond bread), planning
radio spot announcement campaign in New Eng-
land and upper New York, starting April 18 for
13 weeks, in about 15 markets. BBDO, N. Y.,
is agency.

Helene Curtis Industries Inc., Chicago (Suave,
shampoo, beauty divs., through Gordon Best
Co., Chicago, and Spray Net and Lanolin Dis-
covery, through Earle Ludgin & Co., Chicago),
reportedly dropping Professional Father on
CBS-TV (Sat., 10-10:30 p.m. EST) within next
few weeks.

AGENCY SHORTS

Tracy-Locke Co., Dallas, appoints, as research
consultants, Dr. Ernest Dichter and Institute
for Research in Mass Motivation.

E. Taylor Wertheim Adv. moves to 347 Madi-
son Avenue, New York 17. Telephone number
is Murray Hill 4-7545.

Charles Bowes Advertising, L. A., elected to
Southern California Adv. Agency Assn.

Mumm. Mullay & Nichols, Cleveland, has
opened New York office.

AGENCY APPOINTMENTS

American Chicle Co. (Clorets mints, gum),
N. Y., names Ted Bates & Co., N. Y., to handle
those products effective April 1, in addition to
Beeman's Pepsin & Adams Chiclets which
agency has been handling.

Concord Oil Corp., N. Y., names Wexton Co.,
N. Y., with Allen A. Brinker as account exec-
utive.

Lucky Tiger Mfg. Co. (Lucky Tiger 3 -Purpose
Hair Tonic, Lucky Tiger Magic shampoo), Kan-
sas City, Mo., names Erwin, Wasey & Co.,
N. Y., effective May 1.

Simoniz Co. (Ivalon sponge), Chicago, ap-
points Tatham-Laird Inc., same city.

Crosley-Bendix Divs., Avco Mfg. Corp., Cin-
cinnati, appoints Earle Ludgin & Co., Chicago,
to handle all "white" appliances (ranges, refrig-
erators, etc.) effective July 1. Ludgin already
handles home laundry line.

Quaker Mfg. Co. (gas and oil space heaters),
Chicago, appoints Schwimmer & Scott, same
city, with Robert Larson as account executive.
Radio-tv will be used.

United Grocers Ltd., S. F., appoints Honig-
Cooper Co., same city, effective May 1.

Service Publishing Co. (Social Security plan-
ning guides), Pittsburgh, appoints Sykes Adv.
Inc., same city.

Easter Praise

NOD of approval on the handling of last
year's Easter Parade on New York's Fifth
Ave. went to the radio, television and
newsreel industries last week from F. W.
H. Adams, New York police commis-
sioner. Mr. Adams' letter to assignment
editors complemented "the absence of
masquerading and commercialism," and
said he felt the "reporting was, in all
respects, in keeping with the spirit of
Easter." In the 1955 Easter coverage,
Mr. Adams expressed confidence that
"voluntary self-discipline" would again
be exercised.

A&A PEOPLE

Kenneth F. Browning, formerly account execu-
tive, Grant Adv., Chicago, appointed vice presi-
dent and general manager, Tracy-Locke Co.,
New Orleans.

Myles E. Baker, manager, service dept., Lennen
& Newell, N. Y., appointed vice president in
charge of service.

Walter G. Smith, vice president and director of
media planning, Biow-Beirn-Toigo, N. Y., to
William Esty Co., same city, as vice president.

Emile Frisard, copywriter, Biow-Beirn-Toigo,
N. Y., promoted to copy group head.

James C. Zeder Jr., formerly with McCann-
Erickson, N. Y., to Plymouth Div., Chrysler
Corp., Detroit, as radio-tv advertising manager.

David Palmer, Morse International, N. Y., to
Erwin, Wasey & Co., N. Y., as merchandising
director.

Frank McCulIough, formerly with Young &
Rubicam, N. Y., appointed marketing director,
Morey, Humm & Johnstone Inc., same city.

James J. Cullen, former agency owner, to Mc-
Hugh-Cather Adv. Agency Inc., Beverly Hills,
Calif., as account executive.

Frank J. Sharrer, merchandising and copy staff,
Young & Rubicam, N. Y., to Beaumont & Hoh-
man Inc., L. A., as account executive.

Robert E. Walsh Jr. to account executive staff,
Paris & Peart, N. Y.; Jane O'Keefe to agency as
test kitchen supervisor.

Donald C. Arries, formerly with Leo Burnett
Co., Chicago, to N. W. Ayer & Son, Chicago,
in radio-tv department as director and produc-
tion supervisor.

Eugene B. Shields appointed cooperative adver-
tising manager, Norge Div., Borg-Warner Corp.,
Chicago.

Justin M. Schuchat, copy supervisor, St. Louis
Post-Dispatch, to Warner & Todd Inc., St. Louis,
in creative capacity and on planboard and cam-
paign advisory committee.

Robert E. Ruther, formerly art director, Royer
& Rogers Inc., St. Louis, to Krupnick & Assoc.,
same city, in same capacity.

Larry Gray, formerly art director, Lang, Fisher
& Stashower, Cleveland, and Dan Gallagher,
freelancer, to McCann-Erickson, Cleveland, as
art directors; Stanley Rogers, BBDO, Cleveland,
to McCann-Erickson copy staff.

Jerry Keefe, formerly manager, WFIL (FM)
Chicago, appointed sales promotion director,
Autopoint Co. (pencils, office specialities), same
city.

Charles P. Flynn, independent Chicago radio-tv
program producer, to advertising services dept.,
Chrysler Corp., Detroit, as tv services super-
visor.

Jack Sinnott, timebuyer, Benton & Bowles,
N. Y, to Ted Bates & Co., N. Y., in similar
capacity, succeeding Mike James, resigned to
join Edward Petry & Co., N. Y, station
representatives.

Joe S. Watkins, formerly with Zimmer, Keller
& Calvert, Detroit, to Bonsib Adv. Agency, Ft.
Wayne, Ind., in creative and contact capacities.

Roderick A. Mitchell, production supervisor,
radio-tv dept., N. W. Ayer & Son, Chicago, to
N. Y. office as representative on electric com-
panies advertising program; Anne Robert trans-
fers from radio-tv traffic dept. in N. Y. office to
dept.'s film production staff.

Radio's Story Goes Touring

JOINT presentation on radio by ABC
Radio, CBS Radio, MBS and NBC Ra-
dio [B«T, Dec. 8, 1954] will go on tour
this week after a well received New
York "engagement." Representatives of
the networks will travel to Chicago
where they will tell nine agencies of the
progress radio has made in the last few
years.

Agencies which will see the presenta-
tion are: BBDO; Leo Burnett Co.; Foote,
Cone & Belding; Earle Ludgin & Co.;
McCann-Erickson; Needham, Louis &
Brorby; Tatham - Laird; J. Walter
Thompson Co., and Geoffrey Wade Adv.

Network representatives and their re-
spective affiliations are: Jack Curtis,
ABC; Frank Nesbitt, CBS; Henry Pos-
ter, MBS, and Howard Gardner, NBC.
Radio Advertising Bureau, New York,
handled arrangements for the Chicago
meetings.

Broadcasting

Telecasting

George Thomson, formerly with International
Minerals and Chemical Corp., appointed assist-
ant research manager at Waldie & Briggs Inc.,
Chicago advertising agency.

Guy Cunningham, director of advertising and
promotion of Motion Pictures for Television
since 1953 and earlier with CBS for 11 years
as director of promotion and sales manager of
WEEI Boston and director of promotion for
CBS Spot Sales, appointed sales promotion di-
rector of Nation's Business magazine.
Don Hillman, formerly of NBC and Biow-
Beirn-Toigo Inc., N. Y., to Benton & Bowles,
N. Y., in radio-tv copy department.

George Kavner, public relations director, Na-
tional Brewing Co., Baltimore, to Benton &
Bowles, N. Y., as publicity-promotion repre-
sentative.

James G. Bennett, president and national sales
manager of Commonwealth Home products,
N. Y.; Benson Bieley, eastern regional sales
manager, Lehn & Fink Products Corp., N. Y.,
and William G. Grunick, merchandising dept.,
Maxon agency, to market development dept.,
Compton Adv., N. Y.

James P. MacPherson to Warwick & Legler,
N. Y.

Helen Ver Standig, vice president, M. Belmont
Ver Standig Inc.,
Washington, elected
to board of gover-
nors of American
Assn. of Adv. Agen-
cies at meeting of
Chesapeake chapter
and is only fifth
woman in 50-year
history of 4As to
hold such position.

Arthur C. Nielsen,

president, A. C. Niel-
son Co. (market re-
search), Chicago, on
trip to Britain and Europe to visit firm's offices
in preparation for inauguration of Nielsen Tele-
vson Audience Measurement Service in Great
Britain and establishment of marketing research
services at later date in Switzerland and Eire.
Richard M. Davis, manager of Milwaukee of-
fice, Compton Adv., N. Y., appointed chairman,
publicity committee, 1955 Milwaukee Commu-
nity Chest Drive.

April 11, 1955 • Page 39

MRS. VER STANDIG

Ray Jewell, Manager, California Prune Advisory Board
Harold Brogger, Assistant Manager in charge of
Advertising and Promotion, California Prune Advisory Board
Mildred Wrenn, Media Manager
Botsford, Constantine & Gardner, San Francisco
Stanley G. Swanberg, Executive Vice Pres. and
Account Representative, Botsford, Constantine & Gardner
Martin Percival, San Francisco Division Sales Manager,
Radio, NBC Spot Sales

Candid Photo by Dennis Stock. Taken at California
Packing Co. plant, San Rafael, California

Decision -makers who market

food products are

Sold

The California Prune Advisory
Board and its agency,
Botsford, Constantine & Gardner,
are Sold on Spot as a
basic advertising medium!

To move an unusually large output of smaller prunes, the
California Prune Advisory Board is using Spot Radio exclu-
sively ... a saturation advertising schedule in the nation's key
markets. This successful Spot Radio campaign :

• delivers effective selling coverage at low cost

• increases consumer demand for prunes

• earns big-league merchandising co-operation
by the stations represented by NBC Spot Sales

• wins the acceptance of retail food stores
who stock more prunes than ever before

You, too, can profit from these advantages. Whether your sales
problem is strong seasonal push or big-volume selling the year

Stations Represented by NBC Spot Sales:

around, Spot Radio and Spot Television should be a basic part
of your overall plan.

Ask your agency or an NBC Spot Sales representative to
show you how Spot can fit effectively into your campaign...
and how the stations represented by NBC Spot Sales can sell
for you in eleven major markets, accounting for 45% of the
nation's food sales.

More and more advertisers are Sold on Spot, because more
customers are Sold on Spot . . .

and some spots are better than others! llVBCl SPOT SALES

30 Rockefeller Plaza, New York 20, N. Y.
Chicago Detroit Cleveland Washington San Francisco Los Angeles
Charlotte* Atlanta* Dallas* *Bomar Lowrance Associates

RADIO

WRC Washington, D. C.
WTAM Cleveland
WAVE Louisville
KGU Honolulu, Hawaii
WRCA New York
WMAQ Chicago
KNBC San Francisco
KSD St. Louis
and the NBC Western
Radio Network

TELEVISION

KPTV Portland, Ore.
WAVE-TV Louisville
WRGB Schenectady-
Albany -Troy
KONA-TV Honolulu. Hawaii
WRCA-TV New York
WNBQ Chicago
KRCA / ,os Angeles
KSD-TV St. Louis
WRC -TV Washington, D. C.
WNBK Cleveland

FILM

REPUBLIC DEBATES GOING TV-ONLY

Board of directors' decision ex-
pected on whether regular mo-
tion picture production should
be terminated.

REPUBLIC Pictures Corp. may discontinue
production of motion pictures for theatres on
a regular basis and concentrate on the produc-
tion of film programs for television, Herbert
J. Yates, president, told stockholders at the
company's annual meeting in New York last
week. A decision, he said, is expected to be
made by the board of directors within 90 days.

A spokesman for the company later told
B*T that reports indicating that Republic would
not produce theatrical motion pictures at all
was inaccurate. He explained that Republic
has been producing from 16 to 20 pictures a
year on a regular schedule, and said the pro-

PARAMOUNT, M-G-M
EYEING TV FIELD

PARAMOUNT PICTURES and M-G-M are
the latest major motion picture studios re-
portedly mulling an entry into tv, while Para-
mount is understood to be conferring with
Colgate-Palmolive over the present NBC-TV
Colgate Comedy Hour. A studio spokesman told
B»T that "Paramount won't do anything in
tv that doesn't provide a healthy plug for its
theatrical feature releases." The assumption
is that Paramount might build a tv program
around contract stars and film clips.

M-G-M has reached the survey stage with Les
Peterson, executive in charge of the studio's
radio-tv department contacting west coast tv
film producers and network officials. Report of
survey results will determine whether M-G-M
will form a tv film production unit, cooperate
with tv in some other fashion or bypass the
medium altogether.

Meanwhile reports persist that Warner Bros,
is reaching an agreement with ABC-TV for a
weekly hour-long program to be sponsored by
General Electric and Liggett & Myers. Twen-
tieth Century-Fox supposedly has a weekly
hour-long program deal sewed up with CBS-TV
for GE. Additionally it has appointed General
Artists Corp. its sales representative for its
studio series features, which are now potential
video film packages.

NBC Film Div. Holds
National Sales Meet

NBC FILM Div. will hold a national sales
meeting April 13-15 at the Hotel Warwick,
New York, Jake Keever, national sales man-
ager, announced last week. Expected to attend,
in addition to the entire sales force, are: Syl-
vester L. Weaver Jr., NBC president; Robert
W. Sarnoff, NBC executive vice president; Carl
M. Stanton, network's vice president in charge
of the film division, and Ted Sisson, director
of NBC Film Div.

The three-day session will include panel and
sales discussions. The program covers advertis-
ing and promotion, publicity and exploitation,
research and other departmental activities di-
rectly related to sales.

The meeting also will be concerned with
Steve Donovan, Western Marshall, the divi-
sion's newest series now in production in Holly-
wood, as well as with several other new proper-
ties.

Page 42 • April 11, 1955

posal under consideration would mean that in
a given year, the company might produce two
or three motion pictures or none at all.

Mr. Yates told stockholders he had notified
major theatre chains of the impending move.
He said the only way they could prevent it
"would be higher rentals and longer play pe-
riods for the company's films." He stressed
that no final decision has been made.

Bernard Smith, a director of the company,
did not favor the "retreat" from making films
for theatres. He said that he was not certain
whether he was satisfied with Mr. Yates as
president, claiming that information given to
directors has been meager and that it has been
difficult to give an "informed judgment" on
the state of company finances.

Republic Pictures already has made avail-
able to television 435 feature films, serials and
short subjects, a spokesman said.

AFTER signing an exclusive New York con-
tract for Encyclopaedia Britannica's Film
Library subjects, to be shown over WRCA-
TV there, Hamilton Shea (seated), NBC
vice president in charge of WRCA-AM-
TV, looks over footage of one of the films
with Steven Krantz (I), WRCA-TV pro-
gram manager, and Ed Hochhauser, vice
president-general manager, Associated
Program Service of the Muzak Corp.

78 'Foreign Intrigue' Shows
Acquired by Official Films

ACQUISITION by Official Films of the distri-
bution rights to 78 films of the Sheldon Reyn-
olds Foreign Intrigue series was announced last
week by Harold Hackett, president of Official.

Under an agreement made with William
Morris Agency, acting for Mr. Reynolds, Offi-
cial will syndicate the 39 original films starring
Jerome Thor and 39 programs starring James
Daly.

Additionally, Official is negotiating for an
additional 39 shows of the Foreign Intrigue
series starring Gerald Mohr, which currently
is being carried in some markets by Ballantine.

A company spokesman voiced the view that
Official "probably" will complete this trans-
action by July. Above and beyond this, he

said, it is "highly likely" that Official will ob-
tain rights to an additional 39 films of the first j
series starring Jerome Thor, which would give
Official 156 programs in all.

"We sincerely feel," Mr. Hackett stated, "this
is a 'pre-sold' commodity, not merely in the
more than 100 markets where the series will
be first-run, but to the great mass of television
advertisers as well . . . that a conservative esti- I
mate will see sales figures during the next two
years of from $2.5-$3 million for the series." r

Herb Jaffe, vice president in charge of sales
for Official, reported that "within a few days"
after the company had obtained syndication
rights to the series, it had completed sales of
about $200,000.

Guild Films Sales Activity
Put Into Single Operation

GUILD FILMS Co., New York, has combined
all of its sales activities into a single, integrated
operation, it was announced last week by Reub
Kaufman, president. The move was an out-
growth of the acquisition by Guild Films of
the distribution rights to the feature film prop-
erties of Motion Pictures for Television.

The feature films previously had been han-
dled by a special unit, but under the new opera-
tion, all salesmen will handle all properties,
including syndicated series, feature films, car-
toons and film libraries. The sales staff will
be under the supervision of Manny Reiner, vice
president in charge of sales.

Mr. Kaufman noted that although salesmen
will sell all properties, Joseph P. Smith has been
assigned responsibility for syndicated films and
Erin Ezzes for feature film sales activities.
Karl Gericke has been named sales coordinator,
and Margery Kerr continues as New York ac-
count executive.

Guild Credits 'Looney Tunes'
For Monthly Sales Record

SALES by Guild Films in March totaling more
than $1 million set a new monthly record for
the company, Manny Reiner, vice president in
charge of sales, said last week. Mr. Reiner
credited a popular demand for the "Looney-
Tunes" acquired by Guild in February, for help-
ing push the figure to its record high.

The "Looney-Tunes" are marketed as a
cartoon library for unlimited use for a two-
year period. Guild Films noted that some
stations are selling them as strip program se-
ries, others are building across the board shows
for national spot advertisers.

Sunset Productions Formed
As Warner Tv Subsidiary

LAUNCHING of Sunset Productions as the
tv film subsidiary of Warner Bros, with Jack
Warner Jr. as production head was announced
Friday by Jack L. Warner. Sunset's first project,
now in preparation, is Men of the Sky, half-hour
film series in color covering aviation's role in
war and peace.

Deal was closed with Vincent B. Evans,
screenwriter, to produce the series under the
supervision of Mr. Warner Jr.

Bivas to Tv Commercial Firm

FRANK T. BIVAS, formerly director of the
motion picture division, McCann-Erickson, New
York, to California Studios, Hollywood, to head
up Roland Reed-Gross, Krasne Tv Commer-
cials. Organization, recently formed by Roland
Reed Productions and Gross-Krasne Inc. [B«T,
March 28], already has contracted for $250,000
in new commercial film business, according to
Guy V. Thayer; Reed executive vice president.

Broadcasting • Telecasting

"this

beginner !

e been a

"I mean it," says John, well-known mixer at that
favored haunt of Boston agency folk, the Statler lounge
bar. "There he was, sitting behind his Wurzburger,
crowing about the spot schedule he'd just made up

for Mother Dumple's All-American Piccalilli. And

you know what? This character completely overlooks
two of the best spot buys in New England !

"Sure — you know and / know! WABI for radio and
WABI-TV for television. Real super-stuff in Maine's
seven most terrific counties with almost half-a-billion
retail sales! Everybody knows they're a 'must'. But
not junior-boy ! Cripes, he must\e been a beginner
or something . . ."

John, of course, might be drawing unfair conclusions.
Could be that Mother Dumple's has no distribution
in our big Bangor-centered market of 350,000
customers. But, brother, there's no slicker way to
get it (and gild up a piccalilli sales chart in the
bargain) than by putting these double-barrelled Down
Easters to work for you!

"l^ /T" Represented by:

B A N G (

George P. Hollingbery — Nationally
Kettell-Carter — New England

MAINE

General manager: Leon P. Gorman, Jr.

FILM

TPA Elects Eells
Western Div. V.P.

ELECTION of Bruce Eells as vice president
in charge of the Western Div. of Television
Programs of America is being announced to-
day (Monday) by Michael M. Sillerman, TPA

executive vice presi-
dent. Mr. Eells, who
has been with the
company since 1953,
was formerly man-
ager of the division.

Under Mr. Eells'
direction, TPA plans
"an extensive expan-
sion in its coast sales
and service depart-
ments," Mr. Siller-
man said.

In 1947 Mr. Eells

MR EELLS organized Bruce

Eells & Assoc., con-
cerned with developing a new cooperative pro-
gram syndication plan among 400 U. S. and
Canadian stations.

Mr. Eells joined Ziv Television Programs
Inc. in 1952 as New England representative,
moving to TPA the following year. Before his
own business venture Mr. Eells was with the
Don Lee Network as an account executive and
later became sales manager of KHJ Los An-
geles. He also has served as business manager
for Young & Rubicam on the West Coast.

FILM SALES

International News Service, N. Y., has sold
INS-Telenews daily newsfilm service to WSFA-
TV Montgomery, Ala., and WBRZ (TV) Baton
Rouge, La. Firm also has sold This Week in
Sports to: Bethlehem Steel for two additional
markets, WOR-TV New York and WNAC-TV
Boston; KFDA-TV Amarillo, Tex., under spon-
sorship of Emmett Davis Buick Co.; Argentine
Alpargata Co., Buenos Aires, through J. Wal-
ter Thompson Co., N. Y., and to General Tire
& Rubber Co. dealers, through D'Arcy Adv., St.
Louis, for showing on KOTV (TV) Tulsa,
KBES-TV Medford, Ore., KTNT (TV) Tacoma
and WMBV (TV) Marinette, Wis., under title
General Sports Time. INS also has sold Tele-
news service to NWDR (Nordwestdeutscher
Rundfunk) tv network in West Germany.

Ziv Television Programs Inc., N. Y., has signed
contract with Societe Suisse de Radiodiffusion
for two Ziv film features in two languages.
Shows are Favorite Story, with German sound-
track, and Mr. District Attorney, with French
soundtrack. Both series are scheduled to begin
May 1 in Switzerland and will be telecast for
minimum of 26 weeks over transmitters in
Geneva and Zurich.

FILM DISTRIBUTION

Award Television Corp., N. Y., announces first
13 episodes of The Jimmy Demaret Show cur-
rently being launched on 39 tv stations in U. S.
and Canada. Quarter-hour program will total
39 films when completed and features Jimmy
Demaret and guests from entertainment and
sports fields.

FILM PRODUCTION

Amy Vanderbilt, etiquette authority, has com-
pleted new tv film series, It's Good Taste, for
sponsor, Grennan Cook Book Cakes, to follow
earlier series this month on number of sta-
tions. Agency: Young & Rubicam, Chicago.

International Television Productions, Houston,
Tex., will produce tv film series based on actual

cases from files of Texas Rangers and is nego-
tiating to start filming within 60 days in order
to have property ready for September or Octo-
ber debut.

Ashley Steiner Agency, N. Y., announces that

work on pilot film of How Now, Brown, new
tv comedy series starring Keenan Wynn, started
last week. Series is being written by Bill
Manhoff.

RANDOM SHOTS

Howard Grafman, former NBC Radio director,
announces formation of his own tv film distri-
bution organization, Howard Grafman &
Assoc. Company will be midwest representative
for Governor Television Attractions, Major
Television Productions, National Television
Films, Atlantic Television Corp. and Harry S.
Goodman Productions, plus New York Yankees
Game of the Week. Included among his prop-
erties as distributor will be Strange Adventure,
series of 52 quarter-hour strips which originally
appeared on Fireside Theatre, it was announced.

GAC-TV, N. Y., subsidiary of General Artists
Corp., has been appointed as sales agency for
20th Century-Fox-Tv's first filmed series, My
Friend Flicka, based on motion picture prop-
erty. It will be half -hour, 39-episode series.

FILM PEOPLE

Phil Field promoted to vice president, MAC
Studios, tv distribution subsidiary, McConkey
Artists Corp., Hollywood.

Sidney Barbet, appointed executive director,
Buyer's Assoc. Inc., filmbuyer firm for WTVW
(TV) Milwaukee.

Mickey Dubin, MCA-TV, N. Y., to Chad Inc.,
Wilton, Conn., producer of tv and commercial
films, as executive director of sales.

Donald E. Tomkins, radio-tv director, Grant
Adv., N. Y., to Owen Murphy Productions
Inc., N. Y., as general sales manager.

Charles Alsup, in charge of sales, western div.,
Advertisers' Television Program Service Inc.,
N. Y., appointed sales manager, syndication
div.; Maurie H. Gresham, vice president and
syndication div. general manager, will head
newly-formed separate division, national and
retail sales; Alex H. Horwitz and George Turner
Jr. to ATPS as account executives in L. A. and
N. Y., respectively.

Melvin L. Hirsch to A. J. Armstrong Co. (com-
mercial financing firm), N. Y., as managing
executive in charge of motion picture and tv
financing department.

Jerry Franken, formerly sales director, Lester
Lewis Assoc. (tv film), N. Y., to Television Pro-
grams of America, same city, as publicity di-
rector.

Howard H. Henkin, formerly with Tele-
PrompTer Corp., N. Y., appointed eastern sales
manager, Walter Schwimmer Co. (formerly
Walter Schwimmer Productions), Chicago.

Irving Levine, formerly animator for Jam
Handy (program producers), to Medical Film
Guild Inc., N. Y., as head of art and film
animation dept.

Johnnie Malinowski, cameraman, Medical Film
Guild, N. Y., promoted to photography director.

Robert Sloane, 42, ABC-TV Treasury Men
in Action writer-producer, Prockter Television
Enterprises, N. Y., died April 2 of heart at-
tack.

— PROGRAM SERVICES

Smith, Kline & French Signs
First One-Year TNT Contract

IN A MOVE said to mark the first long-term
contract in closed-circuit television, Smith, Kline
& French Labs has signed a one-year contract
with Theatre Network Television Inc., calling
for use of TNT's closed-circuit network facili-
ties for all of the pharmaceutical company's
programs.

In announcing the contract last week, Fan-
shawe Lindsley, TNT Tele-Sessions general
manager, said the transaction is "a departure
from the single telecast agreement heretofore
customary in closed-circuit tv and introduces
a new type of relationship between a closed-
circuit company and its customer."

The first program under the new contract
will be telecast on May 9 to 36 cities in the
recently-established TNT Tele-Sessions, 41-city
closed-circuit network. This will mark the third
time that Smith, Kline & French has used
TNT's large-screen closed-circuit facilities. Plans
call for additional telecasts during the remainder
of this year.

Bartholomew Takes Over
Presidency of United Press

FRANK H. BARTHOLOMEW officially be-
came president and general manager of the
United Press Wednesday succeeding Hugh Bail-
lie, who has been
advanced to chair-
man of the board.
Mr. Bartholomew,
first vice president of
UP since last Au-
gust, moved to New
York last week from
San Francisco where
he had been in
charge of UP's Pa-
cific area.

The election of
Mr. Bartholomew,

announced last Dec.
MR. BARTHOLOMEW 1Q> wag effective last

Wednesday, the 20th anniversary of his prede-
cessor, Mr. Baillie, in the presidency. Mr. Bar-
tholomew in his new capacity is in charge of
UP's world-wide service to newspapers, radio
and tv stations.

UP Refuses ACLU Request
To Rehire Writer Polumbaum

AMERICAN Civil Liberties Union last week
urged the United Press to rehire television
writer Theodore S. Polumbaum, who had been
discharged for refusing to testify fully concern-
ing alleged communist affiliations before the
House Un-American Activities Committee in
April 1953, but UP refused to consider ACLU's
request.

The positions of the ACLU and UP were
made known in an exchange of letters between
Patrick Murphy Malin, executive director of
ACLU, and Earl J. Johnson, UP vice president.
In enunciating the ACLU viewpoint, Mr. Malin
said that "since there is no evidence Polum-
baum ever distorted the news, the UP should
have retained him in accord with fair play and
constitutional guarantees of free speech." Mr.
Johnson asserted that the dismissal was "just
and proper because his [Polumbaum's] conduct
before the Velde Committee in Washington
ended his usefulness in the service and made
him a serious liability."

Mr. Polumbaum was discharged because of
his refusal to answer House committee ques-

Page 44 • April 11, 1955

Broadcasting • Telecasting

There's sl

to tlie Scranton-

Hazleton IVLarvket

Look at your latest ARB ratings and you'll
see a most amazing switch in the great
Northeastern Pennsylvania area. You'll see
how overwhelmingly the lead has shifted to
WGBI-TV.

WGBI-TV presents the highest rated show
in the entire market.

WGBI-TV is first in total quarter hours of
viewing 9 A.M. to sign off.

WGBI-TV is ahead of the second station
during this same period by 43
quarter hours (while on the air)
and leads all of the remaining
stations combined.

WGBI-TV carries five out of the top 10
shows and also has the highest
rated local newscast and late
film theatre.

In any category WGBI-TV's leadership is
impressive.

If you want to sell in Northeastern Penn-
sylvania, you had better be on

Dominating the Scranton-Wilkes-Barre-
Hazleton market. And soon to be the Highest
Powered Station on the CBS Network with 1
million watts.

Represented exclusively by BLAIR TV

Broadcasting • Telecasting

April 11, 1955 • Page 45

PROGRAM SERVICES

... you soy
7 BOSTON and NEWARK
are in WASHINGTON STATE?

WELL, NOT EXACTLY . . . but suppose you
take all the people of Boston and Newark
and place them within a circle with a 45 mile
radius. That circle is the size of the KTNT-
TV "A"contour, and the combined popu-
lations of Boston and Newark equal
the number of people living within
that contour.

CANADA

Of all TV stations
in the fabulous
Puget Sound area,
only KTNT-TV
covers all 5* cities
in its "A" contour.
*Seattle, Jacoma,
Everett, Bremer-
('on, Otympia

Due to terrain, climate and geographic peculiarities, the
population distribution of Washington State is very
spotty. And the biggest "spot" . . . the greatest concen-
tration of population ... is located in the Puget Sound
Area. The transmitting tower of KTNT-TV is right in
the center of this population concentration. Within the
boundaries of KTNT-TV's "A" contour are over 1,200,000
progressive people . . . having average incomes above the
national average. And that's not all. Another 800,000
people, just as prosperous, live within good-signal dis-
tance outside the "A" contour.

Buy television where the people are .

CHANNEL ELEVEN

. Buy KTNT-TV.

316,000 WATTS

Antenna Height
1000 FT. ABOVE SEA LEVEL

CBS Television for Puget Sound

Represented Nationally by Weed Television

KTNT-TV, TACOMA 5, WASHINGTON

Tfie Word Gefs Around. ..Buy Buget Sound!

tions concerning alleged communist affiliations
while a student at Yale U. In his application
form filed with UP, Mr. Johnson said, Mr.
Polumbaum had denied membership in the
Communist Party. ACLU said he told the com-
mittee that he would be willing to tell his em-
ployer about his personal political activities.

Mr. Johnson said he personally directed the
firing of Mr. Polumbaum because the writer
"did what no United Press employe should
have done: he cast himself in the role of a
conspicuous figure in a public controversy."
He said Mr. Polumbaum's refusal to answer
questions "endangered UP's goodwill among
its newspaper and broadcasting subscribers who
depend on the UP's impartiality and reliability
as a news-gathering organization."

International News Service
Promotes Reed, Allerup

TWO PROMOTIONS at International News
Service, New York, were announced last week
by Seymour Berkson, general manager.

Philip G. Reed, managing editor, was ap-
pointed assistant general manager, a newly-cre-
ated position. Mr. Reed has been with the
organization since 1935 when he joined INS
as a member of the Chicago staff. He later
was moved to Washington, where he served

MR. REED

MR. ALLERUP

as assistant to the day editor and later night
editor. After covering World War II as a war
correspondent in the Pacific, he returned to
INS as night editor in New York and in 1947
was named managing editor.

He will be replaced by Paul R. Allerup, who
has been associate managing editor. Mr. Aller-
up joined INS in 1934 and since then has served
in bureaus in Cincinnati, Columbus, Pittsburgh
and Chicago. During World War II, he was
with the U. S. Army in Europe. Mr. Allerup
was named night editor in New York in 1947,
day editor in 1948, general news editor in 1949
and has been associate managing editor since
1952.

Brown Theatrical Agency
Appoints Elkins, Others

HILLARD ELKINS, formerly head of the
dramatic tv department of William Morris
Agency, New York, has joined Henry C. Brown
Inc., New York, theatrical agency, as vice presi-
dent in charge of the newly-formed dramatic
department. In his new affiliation, Mr. Elkins
will supervise activities on both talent and pro-
duction levels.

In addition to Mr. Elkins appointment, Alixe
Gordin, who was previously in charge of casting
for Studio One and other CBS-TV productions,
has joined the Brown firm as casting director
for legitimate and dramatic talent. Mr. Elkins
will be assisted by George Piatt, formerly as-
sistant to the head of tv films and properties
department at William Morris.

Arthur Black, advertising manager of Fed-

Page 46 • April 11, 1955

Broadcasting • Telecasting

WHY?

KCMCTV

COVE RS

The Only Maximum Power
Between Memphis & Dallas

WITH WHAT?

200 Monthly Hours of
Network Commercial Programs

TO WHOM?

* 112,440 TV Homes in 31
Counties of 4 States

COMPLETE COVERAGE
FROM THE HUB

OF A BILLION-DOLLAR
AREA MARKET

•TELEVISION MAGAZINE — MARCH I, 1955

MAXIMUM POWER

100 # 000 WATTS— CHANNEL 6
CBS— ABC— DuMONT

Broadcasting • Telecasting

KCMC-TV

TEXARKANA, TEXAS-ARKANSAS

Represented by

VENARD, RINTOUL & McCONNELL, Inc.
WALTER M. WINDSOR, GENERAL MANAGER

198,061 love letters

from the land where TV means'

"Taint Visible"'

BIG AGGIE LAND

I Well, not exactly
love letters, but the
next best thing.
You see, during
1954 WNAX-570
received a whop-
ping total of 198,-
061 pieces of mail — 141,870 of
which were specifically addressed
to local commercial programs. That
is positive proof of active listener
response!

This mail came from all over
Big Aggie Land, and beyond. A
total of 439 counties in 8 states
responded including^ the Big Aggie
States of Iowa, Nebraska, the Da-
kotas and Minnesota — plus Wis-
consin, Montana and Wyoming.
Not audited by counties, but in-
cluded, was mail from Illinois,
Kansas and Missouri as well as 3
provinces in Canada.

Such an overwhelming testi-
monial of affection makes the
WNAX-570 talent team and pro-
gram director blush with joy. They
know the 660,950 rural and med-
ium-to-small town families in Big
Aggie Land have definite ideas
about radio entertainment. And
these batches of mail tell them they
are giving the listeners what they
want.

Translated into advertising im-
portance, that means WNAX-570
gives national advertisers what they
want, too. Programs people like
and listen to — popular shows that
sell. Your Katz man will line you
up.

* TV Penetration Radio Penetration in
National— 69% Big Aggie Land-
Big Aggie Land ?8%
-37%

WNAX-570

Yankton, South Dakota

A Cowles Station. Don D. Sullivan, Advertising Director. Under the
same management as KVTV Channel ?, Sioux City — Iowa's 2nd
largest market. CBS Radio

.PROGRAM SERVICES-

Page 48 • April 11, 1955

eral Manufacturing & Engineering Corp., has
been appointed head of Brown's promotion
department.

Beverly Chase, former assistant to the direc-
tor of program writing at CBS, has been put
in charge of commercial casting and talent.
The agency's industrial film department will be
headed by Jean Thomas, who before joining
Brown, was head of continuity acceptance in
the West Coast office of ABC-TV.

Lee Adams, formerly assistant to the head
of the tv commercial planning department,
Biow Co. (now Biow-Beirn-Toigo), will serve
as special assistant to Mr. Brown. New offices
at 46 E. 53d St. have also been acquired, Mr.
Brown said.

Fremantle Grosses $750,000

GROSS of over $750,000 in sales of radio and
tv properties in international markets during
the 1954-1955 fiscal year, ended Feb. 27, has
been reported by Fremantle Overseas Radio
& Tv Inc., New York. Fremantle now has
four tv shows and 24 radio programs per week
on the air in 22 countries. Tv accounted for
60% of the year's dollar volume, the report
indicated.

Fremantle also has 12 imported radio shows
running in the U. S., the report stated. Five
of the imported shows are in English, the bal-
ance are in Spanish.

RCA Victor Record Sales Up

SALES of all RCA Victor records affected by
the price reduction announced the first of the
year rose 30% in the first three months of
1955 compared to the preceding quarter, Eman-
uel Sacks, vice president and general manager
of the RCA Victor Record division, said last
week.

Mr. Sacks said the sales rise was particu-
larly significant because the period followed
the pre-Christmas months when generally the
highest volume quarter of the year is registered.

Salk Serum Results on C-C

RESULTS of the Salk serum treatment in com-
batting infantile paralysis will be reported
tomorrow (Tues.) via closed-circuit tv by Dr.
William Francis of the U. of Michigan, it was
announced last week by Morris Mayers, gen-
eral manager of closed-circuit operations for
the DuMont Television Network.

Points of origination are at the U. of Michi-
gan in the laboratory of the Eli Lilly Co.,
Indianapolis, and in the studios of WABD
(TV) New York. Audiences in 59 cities in the
U. S. and five cities in Canada will see the
telecast — described as the most extensive closed
circuit ever set up for the medical profession —
Mr. Mayers said.

PROGRAM SERVICE PEOPLE
John A. Thayer Jr., formerly with DuMont Tv
as account executive,
appointed to newly-
created post, sales
manager, Gotham
Recording Corp.,
N. Y.

James Turnbull ap-
pointed midwest dis-
trict manager, Co-
lumbia Records,
Bridgeport, Conn.,
succeeding Joseph
Broderick, named
sales manager of
Roskin Distributors,
newly appointed Columbia distributor for Hart-
ford (Conn.) area.

MR. THAYER

Broadcasting

Telecasting

each

% : Wm/di

one

different

Coconut cream or chewy center . . the marks atop
quality chocolates can tell you at a glance how
each differs from the others. Not so easy is
discerning the vital differences that make quality
television stations outstanding, each in its
own character of community service.

Recognizing these differences (and interpreting
their merits to national advertisers) is the
major part of quality representation. It demands
a caliber of skill individually shaped to each
station's needs — and the kind of full-time,
exclusive attention to television that attracts
quality TV stations such as those listed here.

It's a distinguished group, each one

different except in their common appreciation

of what quality representation means.

If you share their standards, you may want

to know more about ours.

Harrington, Righter and Parsons, Inc.

New York
Chicago
San Francisco

the only representative devoted only to television

WAAM

WBEN-TV

WFMY-TV

WTPA

WDAF-TV

WHAS-TV

WTMJ-TV

WMTW

WSYR-TV

Baltimore

Buffalo

Greensboro

Harrisburg

Kansas City

Louisville

Milwaukee

Mt. Washington

Syracuse

Broadcasting

Telecasting

April 11, 1955

Page 49

TRADE ASSNS.

EISENHOWER TO ADDRESS NARTB SESSION

May 24 appearance will be
first 'in person' for a President.
Record equipment-service ex-
position in prospect.

NARTB's convention planners promised at
week-end that two major precedents would be
set at the May 22-26 session in Washington —
the first personal appearance of a President of
the U. S. at a broadcaster's meeting and the
largest equipment-service exposition in associa-
tion history.

Acceptance of an invitation by President
Eisenhower led to some juggling of convention
plans. The President will greet broadcasters at
11:30 a.m., Tuesday, May 24, immediately
after presentation of the 1955 Keynote Award
to Mark Ethridge, WHAS-AM-TV Louisville
vice president.

The convention schedule had been left flexible
to permit a Presidential luncheon address. The
White House decision to have the President
greet broadcasters rather than deliver a formal
address led to belief he will talk informally
on radio and tv rather than national or inter-
national topics. The President is known to be
keenly aware of the impact of radio-tv broad-
casts. He is the first President to permit radio-tv
pickups of a Cabinet meeting and news con-
ferences.

Another feature of the program on May 24,
designated Government Day, will be a luncheon
address by FCC Chairman George C. McCon-
naughey. Also on the program will be Catherine
Esther Styles, of Southwest High School in
Minneapolis, an international exchange student
from New Zealand, who was one of the four
Voice of Democracy contest winners.

The Tuesday session will be opened by the
Rev. Clayton T. Griswold, executive director,
Dept. of Radio & Television, Presbyterian
Church, U.S.A.

Panel Session Set

An afternoon panel session will feature mem-
bers of the FCC and a talk by Chairman Percy
Priest (D-Tenn.) of the House Interstate & For-
eign Commerce Committee. NARTB also has
invited Chairman Warren Magnuson (D-Wash.)
of the Senate Commerce Committee to address
broadcasters.

Concluding event Tuesday will be the annual

Ohio Assn. of Broadcasters
Elects H. E. Evans President

HERBERT E. EVANS, vice president-general
manager, Peoples Broadcasting Corp., Colum-
bus, was elected president of Ohio Assn. of
Radio & Television Broadcasters in a mail run-
off election held after
a series of tie votes
at the OARTB
March 17-18 meet-
ing.

Elected vice presi-
dents were Paul
Braden, WPFB Mid-
dletown, for radio,
and J. L. Bowden,
WKBN-TV Youngs-
town, for television.
Two new directors
were elected for a
three-year term:
William Steis, WJER
Dover, for radio, and Allan Land, WHIZ-TV
Zanesville, for tv. Carlton S. Dargusch Jr.,
Columbus, was elected secretary-treasurer.

Page 50 • April 11, 1955

MR. EVANS

engineering reception, with the Engineering
Conference opening Wednesday.

C. E. Arney Jr., NARTB secretary-treasurer
and convention manager, said the equipment
and service exposition will be the largest in
association history.

A special projects exhibit will be introduced
this year, with 46 public service organizations
having accepted the offer of free exhibit space.
The Advertising Council and NARTB are co-
operating in this exhibit, which will show the
part radio and tv are taking in enlisting support
for non-commercial and non-partisan public
service campaigns.

The list of exhibitors leasing space this year
includes these associate members:
Equipment Manufacturers:

Adler Communications Labs; Alford Mfg.;
Altec Lansing Corp.; Amperex Electronic;
Product Enginering Div., Ampex Corp.; An-
drew Corp.; Berlant Assoc.; Blaw-Knox Co.;
Caterpillar Tractor Co.; Century Lighting;
CONRAC; Continental Electronics Mfg. Co.;
Crouse-Hinds Co.; Dage Electric Div. of
Thompson Products; Allen B. DuMont Labs;
Electro-Voice Inc.; Elgin Metalformers; General
Communications; Commercial Equipment Dept.,
General Electric General Precision Lab; Gray
Research & Development Co.; Harwald Co.;
Houston-Fearless Corp.; Hughey & Phillips;
Time Div., International Business Machines
Corp.; Kay Lab; Kliegl Bros.; Universal Elec-
tric Stage Lighting Co.; Machlett Labs; Musi-
color; Nems-Clarke; High Frequency Cable
Dept., Phelps Dodge Copper Products Corp.;
Philco Corp.; Prodelin; Broadcast Marketing
Div., RCA Victor Div.; Raytheon Mfg. Co.;
Rust Industrial Co.; Broadcast Equipment Div.,
Sarkes Tarzian Inc.; Paul Schafer Custom En-
gineering; Standard Electronics Corp.; Tele-
chrome Sales; TelePrompTer Corp.; Tel-Instru-
ment Co.; Tower Construction Co.; Long Lines
Dept., AT&T.
Film Companies:

ABC Film Syndication; CBS Television Film
Sales; Flamingo Films; General Teleradio;
Guild Films Co.; Hollywood Television Service;
M & A Alexander Productions; MCA-TV Ltd.;
Minot Tv; NBC Film Div.; National Telefilm
Assoc.; Official Films; Screen Gems; Sterling
Television Co.; Television Programs of Amer-
ica; Unity Television Corp.; Ziv Television
Programs.

Transcription Companies:

A-V Tape Libraries; Harry S. Goodman
Productions; Lang-Worth Feature Programs;
RCA Recorded Program Services, RCA Victor
Div.; SESAC; Standard Radio Trans. Services;
World Broadcasting System; Frederic W. Ziv
Co.

News Services, Service Organizations, Research,
etc.:

Associated Press; Television Dept., Interna-
tional News Service; Bonded Tv Film Service;
Keystone Broadcasting System; Standard Rate
& Data Service; Vitapix Corp.
Station Representatives:

John Blair & Co.; Headley-Reed Co.; George
P. Hollingbery Co.; Robert Meeker Assoc.;
Meeker Tv; Edward Petry & Co.; Weed & Co.;
Weed Television Corp.
The Special Projects Exhibitors are:

American Cancer Society; American Diabetes
Assn.; American Hearing Society; American
Heart Assn.; American National Red Cross;
Arthritis & Rheumatism Foundation; Big Broth-
ers of America; Boys' Clubs of America; Camp
Fire Girls; CARE; Common Council for Amer-
ican Unity; Community Chests & Councils of
America; Dept. of Defense; Engineering Man-

power Commission; Federal Civil Defense
Adm.; 4-H Clubs; Forest Fire Prevention; Girl
Scouts of the U. S. A.; Ground Observer Corps;
Joint Committee on Educational Television;
National Assn. for Mental Health; National
Citizens Commission for the Public Schools;
National Citizens Committee for Educational
Television; National Education Assn.; National
Foundation for Infantile Paralysis; National
Guard; National League for Nursing; National
Safety Council; National Society for Crippled
Children & Adults; National Society for the
Prevention of Blindness; National Tuberculosis
Assn.; President's Committee on Employment
of the Physically Handicapped; Religion in
America Life; Star Spangled Banner Flag House
Assn.; United Cerebral Palsy; United Negro
College Fund; United Service Organizations;
U. S. Air Force; U. S. Army; U. S. Coast
Guard; U. S. Information Agency; U. S. Marine
Corps; U. S. Navy; U. S. Savings Bonds Divi-
sion, Treasury Dept.; YWCA.

Hellman to Direct
TvB Sales Promotion

APPOINTMENT of Gordon A. Hellman, di-
rector of CBS-TV network sales presentations,
as director of sales promotion for Television
Bureau of Advertising, effective May 2, is being
announced today
(Monday) by Oliver
Treyz, TvB presi-
dent.

"With TvB's oper-
ational phase now in
full swing," Mr.
Treyz said, "the post
of director of sales
promotion assumes
key importance in
helping achieve the
bureau's objective,
which is to secure
for television a
greater share of ad-
vertisers' appropriations. Mr. Hellman comes
to TvB from CBS Television where for the
past four years he has served as director of
sales presentations."

Community Broadcasters Assn.
Plans Lunch at NARTB Meet

CLASS IV (local) stations have been invited
by Community Broadcasters Assn. to hold the
organization's first annual meeting, Monday,
May 23, during the NARTB convention in
Washington. Membership chairmen will be
named in each state and a membership pro-
gram is planned prior to convention time.

The station group is planning a petition to
the FCC asking 1 kw fulltime with engineer-
ing and legal work to show their economic
problems caused by crowding of the spectrum.
A dutch treat lunch will be held at the Shore-
ham Hotel, followed by a business meeting.
F. E. Lackey, WHOP Hopkinsville, Ky., is
Community's acting chairman.

District directors have been elected as fol-
lows: Harold H. Meyer, WPOR Portland, Me.;
John R. Henzel, WHDL Olean, N. Y.; Frank
R. Smith, WBVP Beaver Falls, Pa.; Earl M.
Key, WKEY Covington, Va.; John W. Jacobs,
WDUN Gainsville, Ga.; W. M. McKinney,
KELD El Dorado, Ark.; Mr. Lackey; Robert
T. Mason, WMRN Marion, Ohio; Merrill
Lindsay, WSOY Decatur, 111.; Ben B. Sanders,
KICD Spencer, Iowa; John Alexander, KODY
North Platte, Neb.; David Morris, KNUZ
Houston; Ken Nybo, KBMY Billings, Mont.; \-
Lee Little, KTUC Tucson, Ariz.; Lee Bishop,
KORE Eugene, Ore.

HELLMAN

Broadcasting

Telecasting I!

J?L mazing how many Boston families take
WEEI to their hearts. Amazing and a matter
of fact.* For WEEI is welcomed by more
different families than any other radio
station (network or local) heard in the entire
metropolitan Boston area.

And that goes for the morning period, the
afternoon period, the nighttime period, total
day and total week! Just look at the
figures for WEEFs total week lead. WEEI

reaches 88.6% (virtually 9 out of 10) of
all radio homes in the area . . . and is the
only radio station reaching more than
800,000 families (60,800 more than the
nearest competitor)!

Amazing indeed. Must be our magnetic
personalities. For information about any of
them (note sampler below), call CBS
Radio Spot Sales or WEEI ... the most
listened-to radio station in Boston.

*Long established fact
. . . but this is the latest from
the new Cumulative Pulse
Audience report on metropolitan
Boston area listening
(Pulse CPA 12/54, released
March 7, 1955).

NBC RADIO TELLS PLANS FOR 'MONITOR/
ITS 40-HOUR WEEKEND PROGRAM SERVICE

Network executives foresee new

advertisers and new listeners to

NBC last week officially revealed the insides
of its plans for Monitor, the sweeping 40-hour
weekend program which it envisions as a new
type of national service to lure new listeners
and new advertisers to network radio [B*T,
April 4].

To start June 12 with a Sunday afternoon
hour-long simulcast, the program — NBC prefers
the word "service" — will offer a stream of
information and entertainment material from
8 a.m. Saturdays until midnight Sundays.
Matching the flexibility of the programming, a
sales plan encompassing one-minute, half-min-
ute, and six-second announcements will be em-
ployed on the series.

Although the programming and sales essen-
tials of Monitor had been reported earlier,
further details were unwrapped by NBC Presi-
dent Sylvester L. (Pat) Weaver Jr., Executive
Vice President Robert W. Sarnoff and Monitor
Executive Producer James Fleming at a news
luncheon in New York Thursday.

They voiced confidence that NBC affiliates
would clear time for the plan, although not
necessarily in whole. President Weaver noted
that the stations, including those owned by
NBC, have certain advertiser commitments of
their own which they could hardly be expected
to yield in order to take corresponding portions
of Monitor. But the conviction as expressed by
Station Relations Vice President Harry Ban-
nister was that all affiliates would carry the
program in whole or in part, and that "event-
ually they will carry most of it."

Mr. Sarnoff emphasized that "our immediate
interest" is in option time, but that "we hope
they'll add more and more."

It was learned, meanwhile, that NBC's
present thinking in terms of financial success
was based wholly on option time. Reminded
that in connection with NBC-TV's Today pro-
gram the original estimate was that the show
would need to be 40% sold in order to become
profitable, one official said the percentage on
Monitor would be considerably higher. With
Monitor 14 hours of option time are involved:
on Saturdays from 10 a.m. to 12 noon, from
3 to 6 p.m., and from 7:30 to 10:30 p.m., and
on Sundays from 3 to 6 p.m. and from 7 to 10
p.m.

No Expansion Planned

There was no indication the network plans to
extend the Monitor concept to the rest of the
week. Mr. Weaver noted that, although plans
on this point were necessarily not that far ad-
vanced, if Monitor pays off as well as NBC
hopes, then similar programming may be
adapted for insertion in certain hours here and
there during weekdays.

Authorities declined to estimate the produc-
tion costs of Monitor, except to say it would
exceed the total for the network's present sus-
taining programs plus those of the o & o sta-
tions. But the total cost to advertisers was
delineated as follows:

• Minute announcements will cost $1,000
each.

• Half-minute announcements, to be sold in
minimum packages of four per weekend, will
cost $3,000 for the four.

• Six-second billboards, or "posters," to be
sold in a minimum batch of 10 per weekend,
will cost $3,000 for the minimum package.

These are figures for announcements falling
between 8 a.m. and midnight. Those falling

program format as attracting new

radio on Saturdays and Sundays.

between midnight and 8 a.m. are at half this
rate. These also are gross prices, subject to
weekly frequency discounts varying up to 10%
for 10 or more minutes of announcements per
weekend, and annual frequency discounts rang-
ing up to 20% for 250 or more announce-
ments per year.

Additionally, up to Oct. 1, there will be a
special Introductory Dividend Plan in lieu of
discounts. This means an advertiser ordering
and scheduling at least 20 minutes of announce-
ments (in any combination) before Oct. 1 will
receive, instead of discounts, 10 minutes of an-
nouncements which will also be scheduled be-
fore Oct. 1. "Dividend" announcements will be
in the same form as, and proportionate to,
those in the qualifying purchase.

Positions Flexible

Authorities said it was expected that at first
advertisers would be able to position their
participations within a given half-hour, but that
as more and more announcements are sold the
sales will of necessity become more and more
a run-of-schedule arrangement.

From the affiliates' standpoint, it was learned,
compensation for commercials sold in Monitor
will be substantially that used in the case of
participations in NBC Radio's present "Three
Plan" — approximately at the rate of one-
twelfth of the station's daytime hourly rate for
those in the 8 a.m. -to-midnight period, and one-
half that rate for those in the midnight-8 a.m.
segment.

Each hour of Monitor will include, the net-
work said, the following for station sale: two
one-minute availabilities not subject to network
recapture; plus provision for a five-minute local
cut-in, scheduled on the half-hour; plus a sta-
tion break every half-hour. For network sale
there will be nine minutes of commercial time.

Orders for network participations in option
time periods, NBC said, must include the full
network; on all other periods they must include
the full available network: "NBC will quote
prices only for such networks, and will not
quote any station-by-station prices."

The broad-scoped material envisioned for
Monitor will originate from a new, $150,000
"push-button listening post on the world," to be
designated NBC Radio Central, now under con-
struction in the RCA Building in New York.
Material will range from "one line jokes to
20-minute special pickups". — presided over at
NBC Radio Central by "communicators" (not
yet selected) who will work in four-hour time
blocks and be backed in each case by a team
consisting of a name disc jockey, an experienced
newscaster, a sports editor, and writers and
program development specialists. The backbone
will be news, sports, time signals, weather, local
and special features.

NBC said a "typical hour" on the weekend
service might include the following (through-
out the program there will be regular "forward-
indexing" of highlights to be presented during
the rest of the day):

"The first segment of a trip through Paris
with Monitor's roving European correspondent.
(Succeeding segments would be positioned
throughout the rest of the day.)

"A dramatic highlight from a current hit
Broadway play or movie.

"Live or taped appearances by people at the
top of the news that weekend.

"Comedy of all types, including live and pre-

recorded routines by stars from all fields of
show business; jokes and stories.

"A Monitor exclusive — which might be a
dive with the atomic-powered submarine, the
Nautilus; firing a rocket at White Sands, or
visiting Birdland, New York's Mecca of jazz.

"A behind-the-scenes visit with a top star of
Broadway or Hollywood.

"Plus, of course, Monitor's basic news, time,
weather, sports and local features."

President Weaver, explaining why NBC is
convinced Monitor will work, said, "You'll
never get a 20 rating in radio again," but that
the new weekend arrangement was conceived
with the plan of bringing old and new adver-
tisers into radio by giving them 50-60% cumu-
lative audiences. With 50-60-70% of the
homes, on a cumulative basis, "we'll be back in
business," he assured.

But he said he did not expect Monitor to take
audience away from television. Rather, he said,
NBC hopes that Monitor will increase NBC's
share of the existing radio audience — to get
increasing tune-in from other stations and to
attract people who are neither listening nor
watching. But he made plain that its program-
ming will not be "secondary listening" material
calculated to reach those who primarily are
doing something else but listening to the radio
at the same time. It will be both a national
medium and a mass medium, he said.

It also, he asserted, will promote features in
other media — outstanding articles in magazines,
for example, thereby perhaps advancing the
sales of those magazines.

Overall, he continued, it will be a departure
from the fixed formats that radio has generally
followed up to now; the time devoted to any
given segment will be determined by what seems
the correct amount of time needed for that
segment: "the content will determine the form,
instead of having the form determine the con-
tent."

NBC Radio Appoints Meade
'Monitor' Project Director

EVERARD MEADE, former vice president
and radio-tv director of Young & Rubicam, has
been retained by NBC on a temporary basis to
coordinate the various phases of NBC Radio's
new weekend, 40-
hour Monitor pro-
gram [B»T, April 4]
(also see story on.J
this page).

He already has
assumed his new
duties, it was learn-
ed last week, with
the title of project
officer of Monitor.

Mr. Meade retired
from Y & R in 1953
and has since been
living at Charlottes-
ville, Va., where he
has been lecturing in the Graduate School of
Business Administration at the U. of Virginia.

CBS-TV Liberalizes 1
EMP Discount Plan

REVISION in the discount structure of CBS-
TV's Extended Market Plan [B«T, Nov. 29,
1954] was announced last week by Terrence
McGuirk, EMP sales manager, as part of a
move to make the plan more attractive to ad- j

MR. MEADE

vertisers.

Under the new discount structure of the plan,

Page 52 • April 11, 1955

Broadcasting • Telecasting

Is This

"COVERAGE"?

THIS HALF

NEBRASKA'S

OTHER

BIG MARKET.

WKZO — KALAMAZOO

WKZO-TV — GRAND RAPIDS-KALAMAZOO

WJEF — GRAND RAPIDS

WJEF-FM — GRAND RAPIDS-KALAMAZOO

KOLN — LINCOLN, NEBRASKA

KCLN-TY — LINCOLN, NEBRASKA

Associated with
WMBD — PEORIA, ILLINOIS

OU'RE HALF NAKED IN NEBRASKA COVERAGE
IF YOU DON'T REACH LINCOLN-LAND —

42 rich counties with a population of 642,250 —

207,050 families. KOLN-TV reaches over

125,000 families unduplicated by any other station!

The KOLN-TV tower is 75 miles from Omaha!
This Lincoln-Land location is farther removed from
the Omaha market than is Cincinnati from Dayton,
Buffalo from Rochester or Lancaster from Philadelphia.

KOLN-TV

COVERS LINCOLN-LAND— NEBRASKA'S OTHER BIG MARKET

CHANNEL 10 • 316,000 WATTS • LINCOLN, NEBRASKA
ABC DUM0NT

c4very.-Knodely 3nc, Cxclu&ive National JlepreAentativei

Broadcasting

Telecasting

April 11, 1955 • Page 53

NETWORKS

which was established to extend tv network
service to small market stations, an advertiser
using 20 and more stations earns a discount
of 15%. The old plan provided for a 10%
discount — the only one — for using the full list.

Mr. McGuirk said the revised schedule makes
the small market station even more attractive as
a supplementary coverage purchase and is flex-
ible in application. The new table, he said, sets
up the following discounts: less than five sta-
tions, no discount; five to nine stations, 5%; 10
to 14 stations, 7V2%; 15 to 19 stations, 10%,
and 20 and more stations, 15%.

Since the introduction of EMP last January,
Mr. McGuirk reported, 30 advertisers have
signed contracts under the plan.

CBS-TV Promotes
Oppenheim, Foster

AS PART of a departmental reorganization at
CBS-TV New York, Charles Oppenheim, direc-
tor of press information, last week was named
director of information services for the network.

Mr. Oppenheim will be responsible for the
direction and planning of informational serv-
ices and for the coordination of press activities
in New York and Hollywood.

Michael Foster, publicity manager, was ap-

FOSTER

pointed manager of press relations. He will be
in charge of press contacts both in the metro-
politan area and out of town.

Hank Warner, operations manager, will con-
tinue to direct the program publicity staff and
be responsible for press releases.

Plans to add a separate unit which will con-
centrate exclusively on special program proj-
ects also are being considered.

Elliott Named Adv. Dir.
Of MBS-Teleradio Film

APPOINTMENT of Robert Elliott as director
of advertising for Mutual Broadcasting System
and the Film Div. of General Teleradio Inc.
was announced last week by Robert A. Schmid,
vice president of
MBS and General
Teleradio. Mr. El-
liott fills the post
vacated by the death
of James S. Tyler
[B »T, Oct. 2 5,
1954].

Mr. Schmid also
announced that Ar-
nold Roston, art di-
rector of Mutual,
has assumed addi-
tional" responsibili-
ties as associate di-
rector of advertising and promotion.

Mr. Elliott has been a copy supervisor at
Ruthrauff & Ryan, New York and promotion
copy chief of CBS Radio and CBS-TV.

Page 54 • April 11, 1955

MR. ELLIOTT

AT ABC's two-day meeting of top officials of the company's nine owned radio and
television stations in New York last Monday and Tuesday were (I to r):

Seated: Jasen Rabinovitz, assistant controller; Harold L. Morgan Jr., vice president
and controller; Leonard H. Goldenson, president, American Broadcasting-Paramount
Theatres, and Robert E. Kintner, president, ABC.

Standing, first row: Ted Oberfelder, vice president and general manager, WABC-TV
New York; Harold Christian, vice president for WXYZ Detroit; Michael A. Renault,
general manager, WABC New York; James H. Connolly, vice president in charge of
San Francisco office; James Riddell, president and general manager of WXYZ-AM-TV.

Standing, second row; Simon B. Siegel, treasurer, AB-PT; Donald Coyle, director of
research; David Sacks, sales manager, KGO-AM-TV San Francisco; John Pival, vice
president for WXYZ-TV; Trevor Adams, sales manager, WABC-TV New York, and
Ernest Lee Jahncke Jr., vice president and assistant to the president of ABC.

Last row: Ardien B. Rodner, program manager, WABC-TV New York; Elton Rule,
sales manager, KABC-TV Los Angeles; Frank Marx, vice president in charge of engi-
neering; Charles W. Godwin, director of ABC Radio network station relations, and
John S. Hansen, manager, KABC Los Angeles.

Also attending the sessions which discussed station improvement methods were Sterling
C. Quinlan, vice president in charge of WBKB (TV) Chicago; Matthew Vieracker, treas-
urer, ABC Central Div., and Selig Seligman, general manager, KABC-TV Los Angeles.

NBC Names Children's
Program Review Board

ESTABLISHMENT of a three-member Chil-
dren's Program Review Committee by NBC was
revealed by Joseph V. Heffernan, network
financial vice pres-
ident, during testi-
mony before the
Senate Juvenile De-
linquency Subcom-
mittee holding hear-
ings in Washington
(see story page 79).

Chairman of the
new group, set up
to maintain "high"
standards in NBC
programs, is Mrs.
Mildred McAffee
Horton, a vice pres-
ident of the National
Council of the Churches of Christ in the
U. S. A., NBC director and formerly president
of Wellesley College and wartime head of the
WAVES.

Other members are Dr. Frances Horwich,
known for her NBC-TV program Ding Dong
School and as an educator, and Dr. Robert
Goldenson, assistant professor of psychology
at Hunter College.

Mr. Heffernan simultaneously disclosed the
appointment of Dr. Horwich to the newly-
established position, supervisor of children's
programs.

DR. HORWICH

DR. GOLDENSON

MRS. HORTON

NBC, ABC NABET
APPROVE PACTS

AGREEMENTS on new contracts covering
technical employes at NBC and ABC were
reached last week in New York by the networks
and the National Assn. of Broadcast Employes
& Technicians, ending persistent threats of
a strike [B*T, March 28].

The acceptance of the contract at NBC was
in jeopardy until Thursday afternoon when ac-
cord was reached in the face of reports that
a strike would begin at 2 p.m. EST. ABC
employes earlier had voted approval of the
pact.

It was reported the contract will call for
an immediate 8% wage boost, with another
2% increase in 18 months. The contracts expire
Feb. 1, 1958.

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THE historical series, You Are There, has
run the gamut of broadcast presentation.
Starting on CBS Radio in 1949 as CBS
Is There, it was transferred to television
about two years ago as a live program,
emanating from New York. Last October,
while continuing the live series, CBS-TV
began filming future programs. The live
telecasts were discontinued at the end of
1954, and the filmed shows started with the
Jan. 2 program.

With the completion of the 13th You Are
There film in New York in December, Wil-
liam Dozier, CBS-TV executive producer
who had handled the video series since its
inception, was transferred to Hollywood and
promoted to director of CBS-TV network
programs from that city. Now the program
has followed him. On April 3, at the Hal
Roach Studios in Culver City, the cameras
began shooting "The Completion of the
First Transcontinental Railroad" for tele-
casting later in the You Are There schedule.

Most pleased when it was decided that
the program would remain under his super-
vision, Mr. Dozier declares, "in all lack of
humility," that there is more of him in the
series than of anyone else, as he was re-
sponsible for devising the program's tv for-
mat. The success of the tv version of You
Are There, he believes, stems from the main
change made in the transition from radio
to television, a change he freely admits was
dictated by the expediency and limitations
of the video medium.

This change was to switch the program's

YOU ARE THERE'
EVOLVES TO FILM

FROM RADIO TO LIVE TV TO CELLULOID IN 7 YEARS

AT TOP: Director Bernard Girard sets up a
take for You Are There. Dick Dixon, as-
sistant director, is in the background.

Broadcasting • Telecasting

emphasis from the event as such to the
human beings behind it. On radio, the se-
ries dramatized the events with broad strokes
of action, a battle being depicted in terms of
guns, troops and descriptions that many
listeners found reminiscent of past history
lessons.

In tv, Mr. Dozier explains, his idea was
to spotlight the human element, to show the
forces that motivated the chief protagonists
and through them to give the viewer an in-
sight into the social and political climate of
the time. This reasoning was born of ne-
cessity and "I can't take any credit for a
flash of genius," Mr. Dozier declares.

You Are There started on CBS-TV Feb.
1, 1953, with America's Electric Light &
Power Companies, through N. W. Ayer &
Son, sponsoring it every other week. After
four or five months, Prudential Insurance
Co. of America, through Calkins & Holden,
took over the alternating week. Both spon-
sors have continued with the program ever
since.

When the program first went on tv, "we
weren't sure of its success and, as the cost
factor was important, we didn't even con-
sider film," Mr. Dozier says. As it prog-
ressed, though, and won its audience, the
network and sponsor executives started
thinking it would be nice to have the shows
on celluloid to insure their permanency. By
its nature, this program is ageless and will
never be any older than it is today, he
opines.

Several reasons contributed to switching
the program, after approximately 85 live
telecasts, to film. There were numerous re-
quests from schools, libraries, teachers and
others, for prints. The network and spon-
sors were forced to reply that there were
none available because the unions wouldn't
allow mass distribution of kinescopes. This
demand for prints can now be satisfied, as
the sponsors have long satisfied requests
from educators by providing them with
teaching aids for each event.

Additionally, the sponsors want You Are
There on film as a public relations asset.
Both firms, at the moment, plan to buy 16
mm prints and present them to libraries.
Each sponsor, far-flung in having local sub-
scribers and offices, can greatly enhance its
public relations by buying a couple of hun-
dred prints for, say, $6,000, and donating

them to groups in the areas to which they
supply electricity or maintain insurance of-
fices, Mr. Dozier suggests.

Still another reason lies in CBS-TV's view
of the syndication possibilities. With this
in mind, CBS-TV, which owns the package
and sells the sponsors the first network show-
ing only, has absorbed the added cost of
filming.

Cost factor, important at the inception
of the program, is still important. Estimated
at roughly $24,000 per live show, the initial
switch from live to film in New York raised
the budget by about $6,000. It costs about
$3,500 more to make a film in Hollywood
than it does in New York, primarily because
union scales are proportionately higher.
Thus the total added cost of the current film-
ing schedule amounts to about $9,500 per
film.

Mr. Dozier had misgivings in two areas
over bringing You Are There to Hollywood:
acting and research. In regard to the acting
he wasn't sure of the same reservoir of good
talent in the series' price range. In New
York, he had become accustomed to theatre-
minded actors who wanted a good part, over
and above star billing and a large salary. As
to research, he doubted that the west coast
sources could be as ample as those in New
York. The research done on each program
is so extensive, consisting of photographs

PRODUCER WILLIAM DOZIER

April 11, 1955 • Page 63

or reproduced facsimiles of the actual char-
acters, scripts, sets, props, costumes, etc.,
that to be on the safe side, You Are There
maintains a New York liaison office in
which two girls implement the requests of
the Hollywood production end.

Happily, after six films, Mr. Dozier finds
that there need be no concern about west
coast actors wanting to play good roles.
There continues to be no star billing and the
cast is, as always, listed at the end in order
of appearance. Additionally, there is no
need for concern on the production and re-
search end, because, Mr. Dozier emphasizes,
"we are achieving even a greater degree of
perfection."

When you start filming, according to Mr.
Dozier, the general tendency is to open it
up and enlarge your scope. He, executive
producer Ben Feiner, producer Jim Fonda
and director Bernard Girard have decided
not to yield to such temptations. While spe-
cific sets may be given more dimension, the
human quality is still the most important.

As further insurance against any loss,
chief narrator Walter Cronkite flies to Holly-
wood twice for every group of 1 3 films. The
shooting schedule calls for rehearsal on
Monday and Tuesday, followed by three
days before the camera, maintaining two
months between the shooting and actual air
time. Research, though, has already started
on "Bannister Wins the Mile Run," to be
telecast Nov. 20.

Subject matter is decided by Messrs.
Dozier, Feiner and Fonda and then recom-
mended to the sponsors. The radio version,
which Mr. Dozier had never heard until the
tv project was being discussed and he played
back some tapes, repeated some subjects
three and four times over the two-year pe-
riod. Tv, to date, has done this with only
one program. "The Rise of Adolf Hitler"
was telecast live May 10, 1953, repeated live
Feb. 28, 1954, and is being filmed for the
April 24 program. This, Mr. Dozier ex-
plains, has been due only to mail response,
as he has several hundred potential subjects
on file.

It is by design, not accident, that about
half of the subjects deal with America, with
the remaining half divided among foreign
nations. About one-third of the programs
concern themselves with women.

Apart from this division of subject matter,

SWITCH to Film of You Are There enables
in this scene from "The Completion of the

the event must have a specific day to which
it can be hooked. Letters from viewers have
requested programs on women's suffrage and
prohibition, but, Mr. Dozier explains, these
were phases, not events. The Jan. 23 pro-
gram, "Susan B. Anthony is Tried for Vot-
ing," dealt with the last day of the trial,

AT LEFT: Chief narrator Walter Cronkite. AT RIGHT: Harry Marble (r), newsman-com-
mentator, goes over lines with actor Jeff Morrow, who portrays President Abraham
Lincoln in You Are There's upcoming "The Emancipation Proclamation."

Page 64 • April 11, 1955

the program to incorporate the actual train
First Transcontinental Railroad."

which provided the necessary hook. A pos-
sible program might deal with the repeal of
the 18th amendment, which would be the
hook on which to hang prohibition.

Mail, Mr. Dozier reveals, is received from
all types of viewers. Writers to the program
include 5th grade students, clergymen,
housewives, teachers and self-styled experts
of certain historical periods. The greatest
mail response resulted from "The Torment
of Beethoven," the program's first film, tele-
cast on Jan. 2.

Part of the fun in doing You Are There,
Mr. Dozier enthuses, is the discovery that
many of the best-known "facts" of history
are only myths. For example, he says,
Queen Isabella didn't pawn her jewels to
finance Christopher Columbus. General Lee
did not offer his sword to General Grant at
Appomattox. "The Gettysburg Address" re-
ceived a mild smattering of applause, not
dead silence.

To be committed to celluloid are such up-
coming programs as "P. T. Barnum Presents
Jenny Lind," "The Emancipation Procla-
mation," "The Final Performance of Sarah
Bernhardt," Napoleon's Return From
Elba," "Discovery of Radium," "The Hero-
ism of Louis Braille" and "The Sale of Man-
hattan Island."

Broadcasting

Telecasting

To convince your "critics"

Fancy brochures, top ratings, and rave
notices are fine selling aids. But most
sales are clinched only when the pros-
pective sponsor sees your TV show.

At audition time, he's likely to become
supercritical. But a perfect presentation
can help you sell him — and that's what
you can give with an Eastman 16mm.
Projector, Model 25. Here's why . . .

Duplicate telecasting conditions

Sharp pictures and clear sound dupli-
cate the perfection of actual telecasting
conditions . . . keep your prospect en-

thused and help get his signature on the
contract. The Model 25 has the identical
sound, optical, and mechanical compo-
nents used in the superb Eastman Model
250 Television Projector.

Talk in the same room

The Model 25 runs so quietly that dis-
cussion will not be interrupted, and
hard-thinking viewers will not be dis-
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stable oil-sealed film-transporting mech-

anism make this whisper-quiet perform-
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Simple to operate

You needn't be a technician or an ex-
pert to get perfect projection from the
Model 25. Controls are simple and posi-
tive-acting. And once you set them . . .
forget them!

Complete information about the
Model 25 is yours on request. But only a
demonstration will show why it passes
any audition test. Ask your Kodak
Audio-Visual Dealer, or send coupon.

For your outside selling

A Kodascope Pageant Sound Projector is
ideal for around-the-town preview work.
Your prospective sponsors will appreciate its
quiet operation; sharp, brilliant pictures; and
clear, comfortable sound. Your salesmen will
enjoy its convenient, single-case portability
and its easy, dependable operation. And you
will like its long, maintenance-free life, thanks
to its exclusive permanent pre-lubrication. Six
models to meet every 16mm. need!

Anything that moves

On-the-spot news events, commercials — any
TV movie assignment is easily within the scope
of the Cine-Kodak Special II Camera. It
handles dissolves, fades, animation, and
other special effects without additional equip-
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into action and stay in action whenever a big
story breaks in your city.

EASTMAN KODAK COMPANY

Dept. 8-V, Rochester 4, N. Y. 4-8

Please send name of nearest Kodak Audio-Visual
Dealer and information on □ Eastman 16mm.
Projector, Model 25 □ Kodascope Pageant Sound
Projectors □ Cine-Kodak Special II Camera.

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'Broadcasting • Telecasting

April 11, 1955 • Page 65

HOW FILM FARE

B»FS CONTINUING SURVEY OF THE FIELD SHOWS THAT IT NOW

FILMED television programs account for 36.8% of the total pro -
gram air time of the average U. S. television station, according
to replies to a B«T survey conducted last month. Post card ques-
tionnaires were sent to all 422 tv stations then on the air and 139
usable replies were received by tabulation time. It showed that,
on the average, non-network film programming takes up 30.4%
of the station's time.

Data supplied by the four tv networks revealed that 13.3% of
all video network programming is on film. Since the stations
reported an average of 47.9% of their time is devoted to network
programs, then 6.4% (47.9% of 13.3%) of station time goes to
network film shows. This figure, added to the 30.4% devoted to
non-network film, gives a total of 36.8% or 31 hours and 38 min-
utes a week in which the average tv station is telecasting filmed
programs, either projected locally or received from the network.

Of the three classes of stations — interconnected network affili-
ates, non-interconnected affiliates and stations not affiliated with
any tv network — the non-interconnected network affiliates devote
the largest percentage of their air time to non-network films: 53.2%
as compared with 51.4% for the non-network stations. The non-
interconnected affiliate gets 18.0% of his program hours from the
network, originating 28.8% of his air time locally. The non-affiliate
naturally has no network programs, and originates 48.6% of his
program hours himself.

The interconnected network affiliate divides his programming
time half to network programs (50.7%), a fifth to local live
shows (20.4%) and three-tenths to non-network film program-
ming (28.9%). Of his network program hours, seven-eighths are
filled with programs received direct, via either coaxial cable or
microwave radio relay, only one-eighth by kinescope for delayed
broadcast. In comparison with B»T's earlier surveys the March
1955 study shows more network programs received simultaneously
with the original telecast, fewer by kine, a natural consequence of
the spread of AT&T tv transmission facilities which have enabled
more and more stations to become connected into tv network cir-
cuits and which also have made possible more simultaneous pro-
gram networking, with less time-sharing of facilities among the
networks required.

Comparing the current statistics with those reported in June
and December of 1953 [B»T July 13, 1953, Jan. 11, 1954] shows
both types of network affiliated stations doing more programming
now than they did in 1953, while the non-network stations report
on the average more hours of tv programming than they had in
December 1953 but fewer hours than in June of that year. Pro-
portion of time given to network programs by non-interconnected
affiliates averaged less this year than in 1953, and about the same
for interconnected affiliates.

Both groups of network affiliates are devoting more hours to
non-network films this year than in 1953, but about the same
percentage of their total air time. The non-affiliates are giving
filmed programs more time than in December 1953 but less than
in June of that year. All three types of tv stations are devoting
more time to films made specially for tv than formerly.

Interconnected network affiliates are given about the same pro-
portion of their broadcast hours to locally originated programs
as at the time of the previous B«T surveys. Both the non-inter-
connected affiliates and the non-affiliated stations have increased
their hours of local shows per week, which now occupy a slightly
larger percentage of their total program time.

The network reports do not show any consistent trend, so far as
(Continued on page 68)

Page 66 • April 11, 1955

THE TV BROADCAST WEEK

FILM— NETWORK— LOCAL

NON-NETWORK
FILM PROGRAMS

Total Non-Network
Film

Specially
Made for Tv

Made for Theatrical
Showing

NETWORK

ORIGINATED

PROGRAMS

Total Network
Programs

Off Coaxial

Cable or Microwave

Kine

LOCAL LIVE
PROGRAMS

TOTAL PROGRAMS

Average Total
Hours and Minutes
on Air Per Week

* Figures for all stations not available for previous years.

Broadcasting • Telecasting

IS FARING IN TV

CCUPIES MORE THAN A THIRD OF THE TOTAL BROADCAST TIME

Interconnected

Non-Interconnected

Non-Network

Network Affiliates

Network

Affiliates

Stations

All Stations

% of Total

rvey

No. Hours

Hours

No. Hours

Hours

No. Hours

Hours

No. Hours

Hours

ates

Per Week

On Air

Per Week

On Air

Per Week

On Air

Per Week

On Air

3/55